McDonald’s Corp. (NYSE: MCD) is getting rid of its warps, which were introduced to attract younger and healthy eaters.
McDonald introduced warps in 2013 after two years development. The Wrap featured with more veggies and fewer calories than other food in its menu. It aimed to draw younger, more health-conscious customers. Premium McWraps is also used to compete with Subway,American fast food restaurant franchise that primarily sells submarine sandwiches and salads. At the time, McWraps were called “Subway buster” internally.
But the new product seemed not help the sales, but ended up causing problem in the restaurant. Making a Premium McWraps takes more time than making other products. The process takes nearly 60 seconds, about six times longer than making a burger, according to a 2015 New York Times article.
In addition, people prefer to eat healthier food in a restaurant than in a fast food chain. When people enter in a fast food restaurant, whether the food is healthy or not is not their first concern. If they want to eat healthier, they will not choose McDonald.
"A lot of people who eat at restaurants aren’t interested in health and wellness," an analyst says. “You’ve got to give the people what they want.”
The company began phasing out large and snack-sized wraps last summer, spokeswoman Lisa McComb said this week. Instead, the company introduced all-day breakfast and its new “McPick 2” menu. All-day breakfast is that you can order morning menu during the rest of the day. New “McPick 2” menu allows customers to pick two items for a total of $2 from among four choices: mozzarella sticks, small fries and the McDouble and McChicken sandwiches.
New CEO Steve Easterbrook are trying to simply the menu and it seems working. Sales growth is rebounding in the previous and Easterbrook expected that the momentum will continue in 2016.