McDonald’s has long been known for its classic menu of burgers, fries, and shakes. However, in an effort to compete with the growing trend of gourmet and fast-casual burger chains, the company introduced its Signature Crafted Burgers in 2017. These high-end sandwiches were designed to appeal to customers looking for premium ingredients and more customization. But despite the initial excitement, the line was discontinued by 2019.
The Rise of McDonald’s Signature Crafted Burgers
During the 2010s, the fast-food industry saw a shift in customer preferences. Chains like Five Guys, Shake Shack, and Smashburger were growing in popularity by offering high-quality, customizable burgers with fresh ingredients. McDonald’s, known for its speed and affordability, recognized the need to modernize its menu to attract younger, more discerning consumers.
The Signature Crafted Burgers were McDonald’s response to this shift. These burgers featured artisan-style buns, premium toppings, and a “Create Your Taste” experience that allowed customers to pick from pre-set recipes or customize their burgers. Some of the flavors introduced included:
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Pico Guacamole – Topped with guacamole, pico de gallo, buttermilk ranch, white cheddar, and crispy onions.
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Sweet BBQ Bacon – A mix of sweet barbecue sauce, crispy onions, white cheddar, and thick-cut bacon.
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Maple Bacon Dijon – Featuring grilled onions, Dijon sauce, and maple bacon.
Unlike the typical McDonald’s burgers, the Signature Crafted Burgers were marketed as higher-quality, hand-assembled options that competed with fast-casual restaurants. The idea was simple: offer a premium product at a slightly higher price point to appeal to customers willing to spend more for quality.
Why McDonald’s Signature Crafted Burgers Failed
Despite the initial buzz, the Signature Crafted Burgers failed to gain traction, leading McDonald’s to discontinue them in 2019. Several factors contributed to their downfall:
1. High Price Point
McDonald’s built its brand on affordable and fast food. However, the Signature Crafted Burgers were priced significantly higher than the standard menu items, often costing between $5 and $7 per burger. This put them in direct competition with fast-casual chains like Five Guys and Shake Shack, where customers expected to pay more for quality. Many customers found it hard to justify spending extra at McDonald’s when they could go to a dedicated gourmet burger chain instead.
2. Slow Service and Complexity
Unlike McDonald’s traditional menu items, which were designed for speed and efficiency, the Signature Crafted Burgers took longer to prepare. Since they required more customization and premium ingredients, this slowed down kitchen operations and sometimes led to delays.
Fast-food customers are used to getting their meals within minutes, and the added wait time for Signature Crafted Burgers frustrated many diners. McDonald’s core strength is its ability to serve meals quickly, and this product went against that strength.
3. Competition from McDonald’s Own Menu
Another major issue was internal competition. Customers who wanted premium options often opted for the Quarter Pounder with Fresh Beef, which was introduced around the same time.
The revamped Quarter Pounder used fresh, never-frozen beef, making it a hit among customers who wanted a higher-quality burger but still valued the convenience and price of McDonald’s classic offerings. Since the Quarter Pounder was already a well-known and beloved product, it overshadowed the Signature Crafted Burgers.
4. Lack of Clear Brand Identity
McDonald’s has always been known for simple, easy-to-understand menu items. The Signature Crafted Burgers, however, were a departure from this approach. The marketing and branding felt inconsistent with McDonald’s core identity, leading to confusion among customers.
People go to McDonald’s expecting fast, reliable, and affordable meals. By attempting to compete with fast-casual restaurants, McDonald’s alienated some of its regular customers while failing to fully capture the premium burger market.
5. The Rise of Delivery and Value Menus
By 2018-2019, food delivery services like Uber Eats, DoorDash, and Grubhub became increasingly popular. However, premium burgers with fresh toppings don’t always travel well, leading to complaints about soggy buns and wilted ingredients.
Additionally, McDonald’s success has often been tied to its value menu offerings, such as the McDouble and McChicken. Instead of embracing expensive burgers, many customers preferred to maximize value with cheaper combo meals.
McDonald’s Response and the Aftermath
After discontinuing the Signature Crafted Burgers in 2019, McDonald’s refocused its efforts on what it does best: affordable, fast, and convenient meals. The company doubled down on its Quarter Pounder lineup, ensuring it remained the premium burger option with fresh beef patties.
Additionally, McDonald’s shifted towards simplifying its menu to speed up service and reduce operational complexity. This decision proved successful, as the company saw improved efficiency and customer satisfaction.
Lessons from the Failure of Signature Crafted Burgers
The failure of the Signature Crafted Burgers highlights several key takeaways for fast-food chains:
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Stick to Your Strengths – McDonald’s excels in affordability, speed, and convenience. Straying too far from these strengths created unnecessary complications.
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Pricing Matters – Customers who visit McDonald’s expect good value. Offering a higher-end product at a premium price did not align with customer expectations.
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Simpler is Better – Complex menu items slow down service and create operational challenges. Streamlining the menu helped McDonald’s refocus on efficiency.
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Know Your Audience – The core McDonald’s customer base is looking for quick, consistent meals, not gourmet experiences. The Signature Crafted Burgers catered to a niche that McDonald’s wasn’t well-positioned to serve.
Conclusion
The Signature Crafted Burgers were an ambitious but ultimately flawed attempt to enter the gourmet burger market. While the idea of offering premium ingredients and customization seemed promising, the execution clashed with McDonald’s core brand identity.
Instead of competing with Shake Shack and Five Guys, McDonald’s found greater success by improving its existing menu items, such as the Quarter Pounder with Fresh Beef, and focusing on affordability and speed.
This case serves as a lesson in understanding brand positioning and consumer expectations. While innovation is crucial, even global giants like McDonald’s must be careful not to stray too far from what makes them successful in the first place.