In another effort to boost sales and "engage with customers," McDonald's have changed the name of its build-your-own-burger campaign.
The TastedCrafted program has been consequently changed it to Chef Crafted. Part of this move includes offering new menu flavors: Hot jalapeno and deluxe toppings will be swapped with maple bacon Dijon and buffalo bacon.
McDonald's spokeswoman Lisa McComb told Bloomberg, "The original name 'TasteCrafted' did not resonate with consumers."
"We decided to celebrate our chefs who have created these recipes and highlight the culinary expertise of our in-house and supplier chefs," McComb continued.
According to Fox News:
"Chef Crafter is the chain's third iteration of its customizable sandwich program which aims to bring healthier or more artisan options to diners. The chain is also continuing to operate Create Your Taste kiosks throughout participating locations. Chef Crafted offerings are being tested in about 200 restaurants with more to come later in the year though a few locations are still offering TasteCrafted products, said McComb."
The Chef Crafted bacon Dijon sandwiches are added with maple bacon, grilled onions, honey Dijon sauce, white cheddar, and lettuce. While the buffalo bacon flavor consists of blue cheese sauce and crumbles, buffalo sauce, smoked bacon, tomato, and lettuce.
Owner of Cohen Restaurant Marketing Group Joel Cohen also told Bloomberg that he understands why the original name, TasteCrafted, failed to engage with consumers.
The Raleigh, North Carolina-based company owner said, "There was no emotion to it, no feelings like it came from a human."
McDonald's has tried multiple revamping and rebranding efforts over the past year. This includes "beefing up" their Quarter Pounders, in addition to its all-day breakfast offerings across the United States. Furthermore, the fast food chain also intends to go entirely cage-free in terms of its eggs supply.
