The Story of McDonald’s Signature Crafted Burgers (and Why They Failed) (1)

McDonald’s has long been synonymous with fast food, but it’s also known for evolving its menu to keep up with trends and customer demands. Over the years, McDonald’s has launched numerous innovations, from the Big Mac to the Egg McMuffin, becoming a household name worldwide. However, not all of its menu experiments have been successful. One such example is the Signature Crafted Burgers, a product line that aimed to elevate McDonald’s burger offerings and tap into the growing trend of gourmet fast food. Unfortunately, despite its promising concept, the Signature Crafted Burgers failed to make a lasting impact.

The Launch of Signature Crafted Burgers

In 2017, McDonald’s unveiled the Signature Crafted Burgers line, positioning it as a premium offering with customizable ingredients. The goal was to offer customers a more sophisticated burger experience without stepping outside of the fast-food realm. The Signature Crafted Burgers were meant to compete with the growing popularity of gourmet and fast-casual burger chains such as Shake Shack and Five Guys, which were attracting customers who sought a more flavorful and unique burger.

The line featured four main options: the Signature Sriracha Burger, the Garlic White Cheddar Burger, the Maple Bacon Dijon Burger, and the Pico Guacamole Burger. Each burger was crafted with fresh, high-quality ingredients such as artisan buns, real cheese, and premium condiments like garlic aioli and sriracha sauce. The idea was to offer a more upscale dining experience while maintaining the speed and affordability McDonald’s is known for.

Additionally, McDonald’s allowed customers to customize their Signature Crafted Burgers by choosing from a variety of sauces, cheeses, and other toppings, creating an element of personalization that was not typical for McDonald’s at the time.

Why McDonald’s Introduced the Signature Crafted Burgers

The launch of Signature Crafted Burgers was a direct response to several shifts in the fast food and broader restaurant industry. As health-conscious and quality-driven consumers became more prevalent, many fast-food chains, including McDonald’s, began exploring ways to cater to this new wave of customers who sought better ingredients and more flavorful options.

Fast-casual burger restaurants were rising in popularity due to their emphasis on fresh ingredients and gourmet flavor profiles. Brands like Shake Shack and Smashburger were able to command higher price points with their premium offerings, and McDonald’s recognized the potential to capture some of this market share.

Additionally, McDonald’s wanted to overcome the growing criticisms that it had become synonymous with mass-produced, low-quality food. The Signature Crafted Burgers campaign was an attempt to refresh the brand’s image, making it more appealing to consumers who desired a premium experience but didn’t want to pay the higher price tag of traditional gourmet burger chains.

The Struggles of the Signature Crafted Burgers

Despite the optimism surrounding their launch, the Signature Crafted Burgers did not resonate with McDonald’s core customers in the way the company had hoped. Several key factors contributed to the ultimate failure of the product line.

1. Inconsistent Quality and Execution One of the most significant issues with the Signature Crafted Burgers was the inconsistency in quality across locations. Since McDonald’s has a massive global presence with thousands of franchises, quality control is always a challenge. Some customers reported receiving burgers that didn’t match the descriptions on the menu, with ingredients like fresh veggies or the promised sauces being left out or poorly executed. This lack of consistency created frustration and led many customers to question whether the higher price tag was truly worth the product.

2. Price Point The Signature Crafted Burgers were priced higher than the standard McDonald’s menu items, which did not sit well with the company’s budget-conscious customers. A higher price for a burger in McDonald’s context—where affordability is a key selling point—was a hard pill to swallow. The premium offerings did not offer enough of a difference in quality or taste to justify the price increase. Many customers found it difficult to justify paying an extra dollar or two for a burger that didn’t deliver the promised gourmet experience.

3. Lack of Differentiation Although the Signature Crafted Burgers were marketed as “gourmet” burgers, the concept wasn’t as revolutionary as McDonald’s had hoped. The ingredients, while premium, were still relatively basic compared to what customers could get at fast-casual burger chains. The taste didn’t stand out enough from McDonald’s traditional burgers to create a strong emotional connection with consumers. Unlike Shake Shack or Five Guys, McDonald’s Signature Crafted Burgers didn’t offer something truly new or exciting to make them worth the premium price.

4. Operational Challenges McDonald’s is known for its efficient, assembly-line style of operation, which allows it to churn out food quickly at a low cost. The Signature Crafted Burgers, however, required more preparation and customizations, which complicated the kitchen process. The customization options added to the complexity of the order, leading to longer wait times during peak hours and potentially reducing the speed of service. In a fast-food setting where efficiency is paramount, this operational slowdown was a major drawback.

5. Target Market Confusion McDonald’s core demographic has always been families and budget-conscious individuals looking for quick and affordable meals. While the Signature Crafted Burgers targeted a more premium market, this shift in focus wasn’t enough to attract a new, upscale customer base. Meanwhile, existing McDonald’s customers were less inclined to pay more for a product that seemed too close to the regular offerings they had always enjoyed. There was a disconnect between the premium positioning of the Signature Crafted Burgers and the expectations of McDonald’s traditional clientele.

McDonald’s Response to the Struggles

Recognizing the challenges faced by the Signature Crafted Burgers, McDonald’s decided to discontinue the product line in 2018. The company’s focus shifted back to its core offerings, with an emphasis on value, speed, and consistency. McDonald’s continued to innovate its menu with other items, such as the McChicken Deluxe and the return of the McRib, but the Signature Crafted Burgers were no longer part of the equation.

Interestingly, McDonald’s didn’t give up on all elements of the Signature Crafted concept. Instead of completely abandoning the idea of customization and premium ingredients, the company focused on streamlining these offerings, introducing more approachable and easy-to-execute menu items like the “Create Your Taste” platform. This allowed customers to customize their burgers, though it was still closer to the fast-food model that McDonald’s had perfected.

Conclusion: Lessons Learned from the Signature Crafted Burgers

The failure of the Signature Crafted Burgers line highlights several important lessons for fast-food chains attempting to enter the premium market. The quality and consistency of the product, the right price point, operational feasibility, and clear communication with the target audience are crucial to any new product’s success.

Ultimately, McDonald’s Signature Crafted Burgers didn’t succeed because they couldn’t deliver a true gourmet experience at an affordable price, and they failed to align with the fast-food chain’s core values. While the line aimed to offer something new, it fell short in terms of flavor differentiation, consistency, and price, leading to its quick discontinuation.

The experience with Signature Crafted Burgers serves as a reminder that fast-food giants like McDonald’s must balance innovation with the expectations of their customers. They can experiment with premium offerings, but they must ensure that they deliver value, quality, and a seamless experience that aligns with the brand’s established identity. The Signature Crafted Burgers may not have been a hit, but they paved the way for other McDonald’s innovations and continue to serve as a lesson in the challenges of catering to an evolving customer base.