Love making choices? Hate it? McDonald’s caters to both
By Lauren Seegers • January 26, 2015
McDonald’s is catering both to customers who love and hate making choices.
First, the burger chain expanded its “Create Your Taste” customized sandwich platform. The platform allows customers to bypass the counter and head to tablet-like kiosks where they can customize everything about their burger.
Two days after expanding the customized platform, McDonald’s announced that starting in January, it would cut eight food products and reduce the number of Extra Value Meals on its U.S. menus in a bid to speed up service and bolster sales.
How does McDonald’s offer additional choices to increase business on one hand, and then eliminate choices on the other hand in order to achieve the same goal?