McDonald's Corp.MCD is going all out to bring back diners. In this regard, the company is reportedly renaming the customized burger program "TasteCrafted" as "Chef Crafted." Further, the burger chain is replacing two flavors of the earlier program - while hot jalapeno and deluxe - with maple bacon dijon and buffalo bacon.
The Chef Crafted maple bacon dijon sandwiches have maple bacon, grilled onions, honey dijon sauce, white cheddar and lettuce. The buffalo bacon, on the other hand, contains blue cheese sauce and crumbles, buffalo sauce, smoked bacon, tomato and lettuce. Currently, the revamped program is being tested in about 200 restaurants, with more to be added later this year.
Chef Crafted, reportedly, is McDonald's attempt to allow diners to customize their food along with Create Your Taste program that lets customers order burgers via self-service touchscreen kiosks. Both the programs reportedly offer the same high-quality and expensive menu.
These programs come as McDonald's has been losing customers to fast-casual chains that offer a few items and allow diners to customize their food. Moreover, competition has intensified with food chains, like Chipotle Mexican Grill, Inc. CMG , providing healthier options and fresh ingredients unlike McDonald's that offers processed food.
We believe that the declining same-store sales and shrinking base of young customers have compelled the world's largest fast-food chain to take these initiatives. Stiff competition and a few unwise decisions have slowed down service and are hurting comps in the domestic market.
This Zacks Rank #4 (Sell) is diligently working to improve marketing and simplify the menu to survive in the current competitive environment. The company is focusing on product innovation, a value menu and more limited-time offerings.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.