You're thinking is dead on - another favorite restaurant of mine that fits this bill is Chipotle. Less than 10 items on their menu, good food, and fast (typically) through the line. Their prices have crept up, but I think that's the economy. Fun article to read.
That's interesting bc early on McD's had a significant investment in Chipotle (I think anyway) - interesting that they didn't take some of the learnings to heart in the ir core biz.
I have to laugh because I tend to think the same way about everywhere I go - how things could be better/improved/more efficient (and ultimately, more profitable for the owner). It's as much a function of my user experience bent as well as experiencing so many good places come and go over the years (Bennigans, I'm looking at you). In case you haven't encountered these frameworks already, Retroist, I sometimes dig geeking-out on both Kaizen and Six Sigma (6σ) for the very reasons you wrote this post!
Fried hot apple pie "dangerously hot and delicious" Haha! Perfect description.
I like that you mentioned limited-time specials and regional items. Filet-O-Fish can be seasonal (Lent) and regional (strong Catholic areas). Also, have funny commercials like the 3 guys in the submarine.
Bring back fries cooked in grass-fed tallow. They’re a million times better. There’s nothing unhealthy about tallow. Keep a fryer for vegetarians & vegans but switch it to avocado oil. Seed oils are so bad. Florence Henderson was wrong about Wessonality.
I miss the old shakes. They were probably made with clay, but they were fine. Now they have these ridiculous chocolate shakes with cinnamon added. McDonald’s trying to be Starbucks is a terrible move.
I was thinking the same thing ("How To Save McDonald's) months ago. I even wrote these very musings down. Here they are in their 99% original form:
Mid-70s menu. SIMPLE. LIMITED. Burgers (ONLY hamburgers, cheeseburgers, Big Macs, Quarter Pounders), keep Filet-o-Fish, fries (original paper packet serving ONLY... you want a large fries, order TWO servings), sodas, shakes, the original deep FRIED pies.
MAYBE McNuggets... MAYBE
Keep McDonald's original 70's breakfast menu: McMuffin, Hotcakes & Sausage, scrambled eggs, hash browns, etc. Keep McGriddles... I LIKE McGriddles.
Keep Happy Meals??? OR ditch Happy Meals and keep McNuggets. 2 customer bases served with those.
NO wraps - Go home, hippie.
NO McRib - You want barbecue, go to a barbecue restaurant
NO chicken sandwiches - Go to Chick-Fil-A
NO salads - Why are you in a burger joint?
NO ice cream - Go to Dairy Queen
NO McMochaFrappaCapuccino - Just black coffee - You want fancy coffee? Go to Starbucks.
I love this idea. I have no problems with any of your choices but one...I feel that the Quarter Pounder has to be on the menu. It's now almost as iconic as The Big Mac.
And add a special item of the month so the McRib can be worked in once a year, and old favorites like the Shamrock Shake would live again for a short time each year.
I definitely would like to make a place for specials. I already started on my next version of the menu with updated fonts and a few replacements. Need to find some more interesting examples of existing menus that handle it well.
I re-thought my comment. My suggestion of including the Quarter Pounder goes against the spirit of it all and the simplification of the menu. That would mean having to keep a different sized patty on hand, so scratch that thought.
But I definitely think a “Taste of the Month” promotion would be fitting to work in the McRib, the Shamrock Shake, custard pie at Christmas, filet-o-fish sandwich, and other perennial favorites for a limited time.
In a perfect world they would get rid of the current Big Mac and the Quarter Pounder or Double Quarter Pounder would be the new Big Mac. I think before the end of the month, I will have a new menu post with some of these revisions. I also might add an attempt at another fast food restaurant.
Great write up! Not sure McDonalds will ever change and simplify, since taking away something is very difficult for a large chain like that. But who, knows, maybe they will refine as they continue to have market share swiped away by more streamlined chains. Loved your menu. I agree with another commentor that the McRib should be permanent, and having a chicken sandwich is a good idea.
Also, I would probably stick with soft serve ice cream over the shake... but damn, that soft serve machine is always broken, so I'd settle for a shake ;)
You're thinking is dead on - another favorite restaurant of mine that fits this bill is Chipotle. Less than 10 items on their menu, good food, and fast (typically) through the line. Their prices have crept up, but I think that's the economy. Fun article to read.
That's interesting bc early on McD's had a significant investment in Chipotle (I think anyway) - interesting that they didn't take some of the learnings to heart in the ir core biz.
I wondered when they invested if they would try to McDonaldize their food. I dont know enough about what happened but I am going to do some reading.
Good menu. Here are the changes I would make:
• Add a chicken sandwich.
• Make the McRib permanent.
• Drop the Big Breakfast.
• Add ice coffee.
• Bring back apple slices with caramel sauce.
• Bring the parfait back.
Nice choices. I had thought about dropping the big breakfast and adding a chicken sandwich to both breakfast and lunch/dinner
I have to laugh because I tend to think the same way about everywhere I go - how things could be better/improved/more efficient (and ultimately, more profitable for the owner). It's as much a function of my user experience bent as well as experiencing so many good places come and go over the years (Bennigans, I'm looking at you). In case you haven't encountered these frameworks already, Retroist, I sometimes dig geeking-out on both Kaizen and Six Sigma (6σ) for the very reasons you wrote this post!
Fried hot apple pie "dangerously hot and delicious" Haha! Perfect description.
I like that you mentioned limited-time specials and regional items. Filet-O-Fish can be seasonal (Lent) and regional (strong Catholic areas). Also, have funny commercials like the 3 guys in the submarine.
https://youtu.be/1ygkwDX3p40?si=_qwR6LlzVlqQ0I9-
Maybe someone associated with McDonald's might see your post and gain some new insights.
A man after my own heart attack. I’d brutally cut those vile nuggets and get down to hamburgers only.
The font is hideous. Change the McDonald’s one to something reassuring rather than cold, and larger size.
ICYMI https://youtu.be/2p43Bslh9v0?si=cduFos6LaxZM3WOy
Bring back fries cooked in grass-fed tallow. They’re a million times better. There’s nothing unhealthy about tallow. Keep a fryer for vegetarians & vegans but switch it to avocado oil. Seed oils are so bad. Florence Henderson was wrong about Wessonality.
I agree 100%.
Your revised menu has everything I typically order. Maybe with the menu simplicity they can go back to serving breakfast all day!
That would be a dream. I think it would be easier if they dropped the big breakfast.
But then where will I get those weird tasting pancakes?! (Which I love.)
I miss the old shakes. They were probably made with clay, but they were fine. Now they have these ridiculous chocolate shakes with cinnamon added. McDonald’s trying to be Starbucks is a terrible move.
I have a local chain that still does handspun shakes quickly. Even if they didn't do that, McDonald's could do better.
"Can we come up with a new name for the double cheeseburger?"
Well, since you axed the McDouble, I don't think that's doing anything now...
Hate to see the QPC go, but if Arch Deluxe sauce was an option, I could deal. I miss that stuff.
McDouble and McSingle?
I was thinking the same thing ("How To Save McDonald's) months ago. I even wrote these very musings down. Here they are in their 99% original form:
Mid-70s menu. SIMPLE. LIMITED. Burgers (ONLY hamburgers, cheeseburgers, Big Macs, Quarter Pounders), keep Filet-o-Fish, fries (original paper packet serving ONLY... you want a large fries, order TWO servings), sodas, shakes, the original deep FRIED pies.
MAYBE McNuggets... MAYBE
Keep McDonald's original 70's breakfast menu: McMuffin, Hotcakes & Sausage, scrambled eggs, hash browns, etc. Keep McGriddles... I LIKE McGriddles.
Keep Happy Meals??? OR ditch Happy Meals and keep McNuggets. 2 customer bases served with those.
NO wraps - Go home, hippie.
NO McRib - You want barbecue, go to a barbecue restaurant
NO chicken sandwiches - Go to Chick-Fil-A
NO salads - Why are you in a burger joint?
NO ice cream - Go to Dairy Queen
NO McMochaFrappaCapuccino - Just black coffee - You want fancy coffee? Go to Starbucks.
I like the way you think.
The 70s menu is definitely my biggest inspiration. A refocus on the basic could really help quality.
I love this idea. I have no problems with any of your choices but one...I feel that the Quarter Pounder has to be on the menu. It's now almost as iconic as The Big Mac.
And add a special item of the month so the McRib can be worked in once a year, and old favorites like the Shamrock Shake would live again for a short time each year.
I definitely would like to make a place for specials. I already started on my next version of the menu with updated fonts and a few replacements. Need to find some more interesting examples of existing menus that handle it well.
I re-thought my comment. My suggestion of including the Quarter Pounder goes against the spirit of it all and the simplification of the menu. That would mean having to keep a different sized patty on hand, so scratch that thought.
But I definitely think a “Taste of the Month” promotion would be fitting to work in the McRib, the Shamrock Shake, custard pie at Christmas, filet-o-fish sandwich, and other perennial favorites for a limited time.
In a perfect world they would get rid of the current Big Mac and the Quarter Pounder or Double Quarter Pounder would be the new Big Mac. I think before the end of the month, I will have a new menu post with some of these revisions. I also might add an attempt at another fast food restaurant.
I don't want to live in a world without the classic Big Mac, lol.
I admire your dedication.
Tell you what, fish McNuggets would be amazing.
Yes!
But The Happy Meals!
You can make and sandwich a happy meal now. Even at breakfast.
The McRib's greatest appeal is that you can't always get one.
Great write up! Not sure McDonalds will ever change and simplify, since taking away something is very difficult for a large chain like that. But who, knows, maybe they will refine as they continue to have market share swiped away by more streamlined chains. Loved your menu. I agree with another commentor that the McRib should be permanent, and having a chicken sandwich is a good idea.
Also, I would probably stick with soft serve ice cream over the shake... but damn, that soft serve machine is always broken, so I'd settle for a shake ;)
I am working on a revision to the menu that embraces a rotating special and the McRib would be included in that.
Love it - it's not like anything other than McD's french fries are worth eating anyway! Shake and fries, that's the core.
Hopefully if they stopped with the huge menu. They could focus on improving quality.