CHICAGO — McDonald’s Corp., seeking to snap a sales slump by letting diners customize meals, is renaming its build-your-own-burger program and replacing two unpopular flavors.
The program’s name was changed to Chef Crafted from TasteCrafted, Lisa McComb, a company spokeswoman, said in an email. New flavors include maple bacon dijon and buffalo bacon, while hot jalapeno and deluxe were removed.
“The original name ‘TasteCrafted’ did not resonate with consumers,” she said. “We decided to celebrate our chefs who have created these recipes and highlight the culinary expertise of our in-house and supplier chefs.”
The world’s biggest restaurant chain is struggling to compete with newer restaurants offering healthier fare and custom meals. Chef Crafted is McDonald’s third attempt to figure out a create-your-own-sandwich program. The chain also is trying Create Your Taste, which allows customers to choose toppings via large touch-screen kiosks. Chef Crafted is being tested in about 200 restaurants, with more to come later this year. A few restaurants are still testing the TasteCrafted program, McComb said, without giving a specific figure.