Why McDonald’s Killed This Menu Item
McDonald’s, once a promoter of its salads, has removed them from its menu since 2020, concluding that customers prefer their classic burgers and fries. According to Joe Erlinger, president of McDonald’s USA, the decision aligns with customer demand.
“If people really want salads from McDonald’s we will gladly relaunch salads,” Erlinger stated in a June interview at the Wall Street Journal’s annual Global Food Forum. “But what our experience has proven is that’s not what the consumer’s looking for from McDonald’s. They’re looking for great french fries, a $5 meal deal, and a hot fresh sandwich. And so, that’s what we’re going to continue to provide them.”
Offering healthier options, such as salads, was initially a strategy to avoid the “veto vote,” where groups or families avoid restaurants that don’t cater to all dietary preferences. McDonald’s salads, available for decades before the pandemic, provided a healthier alternative for some customers.
However, salads became problematic in 2018 when hundreds of people fell ill due to contaminated salads, prompting McDonald’s to halt their sale at 3,000 locations. The pandemic further influenced the decision, with labor shortages and supply chain issues leading to streamlined menus focusing on popular items. In 2020, McDonald’s removed salads to simplify operations, and in 2022, franchise operators were given the option to serve pre-made salads, though many chose not to.
The strategy has been successful, with McDonald’s seeing increased sales by focusing on core items. The company is now concentrating on promoting its $5 meal deals.
Another item not making a comeback soon is the plant-based burger. While McDonald’s tested a plant-based option a few years ago, Erlinger noted, “I don’t think the US consumer is looking for McPlant or other plant-based proteins from McDonald’s now,” though he acknowledged it as a trend to monitor.
