McDonald’s Corp. will cut its menus and use fewer ingredients to speed up service and bolster sales in the United States.
The move applies to US menus as part of a plan to offer personalized options to better compete with rivals Subway and Chipotle Mexican Grill, Reuters reported Thursday.
Mike Andres, MacDonald’s US president, said US menus will have eight fewer food items and five fewer Extra Value Meals starting in January .
The company, which has not had a monthly gain in sales at established US restaurants since October 2013, is making the changes to reach out to consumers who are demanding simpler, more natural food choices.
It is testing its slimmed-down menus in six markets including Bakersfield, California, and Knoxville, Tennessee, a spokeswoman said.
The simplified menu boards will offer one Quarter Pounder with Cheese hamburger as compared with four on the regular menu, one Premium Chicken sandwich versus three, and one Snack Wrap versus three.
Andres said McDonald’s is not finished tweaking menus.
“There’s more to come,” Andres said on a conference call with investors. “We don’t need to have a big menu board to offer variety.”
The menu changes come as McDonald’s plans to roll out its new Create Your Taste sandwich program to 2,000 of its 14,000-plus US restaurants by the end of 2015.
It did not not say if the changes will be introduced across its global chain.
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