Failed McDonald's Menu Items That Cost The Company Millions
McDonald's has long been a fast food giant, captivating millions with both iconic successes and memorable flops. If you can, cast your mind back to the 1970s when the Onion Nuggets made their debut. This prelude to the beloved Chicken McNuggets might ring a bell for some, but unlike its chicken cousins, these didn't quite hit the mark and disappeared from the menu almost as quickly as they arrived.
Then there was the McPizza, launched in the late '80s, aiming to capture the dinner crowd but some found it odd to order a pizza from McDonald's. It might have been a fun novelty, but with a longer cooking time than a burger, it just didn't mesh with the fast-food pace customers were used to, leading to its phase-out. And who could forget the Hula Burger? Introduced as a meat-free option for Lent, it swapped the beef patty for a slice of pineapple. It was as peculiar as it sounds, and it didn't take long for it to make a quiet exit.
These culinary adventures represent more than just menu items; they're a fun flashback to the times McDonald's dared to be different — sometimes hitting the mark and other times, well, teaching us that not every experiment is meant to last. Today we focus on McDonald's kitchen hits and misses that cost the company millions.
Arch Deluxe
In the mid-90s, McDonald's launched the Arch Deluxe with the goal to entice a more sophisticated customer base. The burger featured a quarter-pound beef patty nestled in a potato roll, topped with peppered bacon, and slathered in a mustard-mayo sauce that was definitely not your average ketchup and mustard combo. It was a statement, heralding Mickey D's foray into gourmet fast food.
With a robust marketing campaign that burned through an eye-watering $200 million, the Arch Deluxe was set to redefine fast food dining for adults. It included everything from television ads to promotional events, even involving Ronald McDonald in uncharacteristic activities, like playing golf, to attract adult consumers. The company even threw a big bash at Radio City Music Hall to make the Arch Deluxe the talk of the town. Despite its promise and the monumental investment, the Arch Deluxe flopped.
The campaign's core message — positioning the burger as too sophisticated for kids — alienated many regular visitors, who valued the brand for its family-friendly appeal. The higher price point of $2.09 and $2.49 made it a tough sell. It was more expensive than other traditional McDonald's items like the Big Mac, which at that time cost around $2.09. Customers weren't ready to associate McDonald's with higher dining, leading to poor sales and making the Arch Deluxe one of the most notorious failures in fast food history. It's remembered as a guide in staying true to what your customers love. For McDonald's, it was easy, familiar, and fun eats.
McLean Deluxe
McDonald's once took a swing at healthier fast food with the McLean Deluxe. Launched in 1991, this burger boasted a 91% fat-free label, a stark contrast to the much-loved Big Mac's higher fat content. The McLean Deluxe was McDonald's attempt to cater to health-conscious diners, featuring a patty that included seaweed extract called carrageenan, which helped reduce fat but unfortunately also zapped the flavor. The idea seemed sound on paper: provide a healthier burger that still tastes great. However, the reality was a dry, flavorless burger that didn't live up to the tasty reputation McDonald's was known for. Despite its promising low-fat content, customers were quick to dub it the "McFlopper" for its lackluster taste and underwhelming reception.
Interestingly, the burger's failure wasn't just about taste. The use of carrageenan, while innovative for reducing fat, turned out to be a misstep as it led to a burger that lacked the juicy, indulgent quality McDonald's fans expected. The public's reaction was clear; taste trumped the health benefits when it came to their beloved fast food. In the end, the McLean Deluxe was phased out by 1996, serving as a lesson that even a giant like McDonald's could misjudge its audience's appetite. It portrays a key fast food tenet: while health is important, it shouldn't come at the expense of flavor. This demand for taste, among other things, is the reason some McDonald's locations actually charge for this condiment.
McDLT
Back in the 1980s, McDonald's introduced the McDLT (McDonald's Lettuce and Tomato), a unique burger that vowed to keep the hot ingredients hot and the cold ingredients cool. The McDLT used a special Styrofoam package that divided the hot beef patty and bottom bun from the cold lettuce, tomato, cheese, pickles, sauces, and top bun. This innovative packaging promised the freshest tasting burger upon assembly by the customer, right before eating.
While the McDLT became popular for its fresh approach, it also became infamous for its packaging. The environmental concerns of the 1980s and 1990s brought a lot of attention to the use of Styrofoam, which was not biodegradable and contributed significantly to waste and pollution. As public awareness and criticism increased, the environmental impact of such packaging overshadowed the burger's innovative appeal.
By the early 1990s, amidst growing environmental activism, McDonald's was pressed to reduce its use of Styrofoam leading to the discontinuation of the McDLT as the company moved towards more sustainable packaging solutions. The decision to phase out the McDLT's Styrofoam container was part of a broader initiative by McDonald's to address environmental concerns, a move echoed later in their gradual elimination of foam packaging globally by the end of 2018. The burger's brief era springs up a question on the complexities of consumer demands — freshness and convenience versus being responsible to the environment.
McAfrika and McLobster
McDonald's had some exotic ambitions with menu items like the McAfrika and McLobster. Yet, most will remember these as fast food market mismatch and cultural insensitivity. The McAfrika, introduced in Norway in 2002, was particularly controversial. There was severe famine in southern Africa that affected countries like Malawi, Zimbabwe, Mozambique, Zambia, Lesotho, and Swaziland. Critics argued that launching an "African-themed" meal during a crisis where millions were starving was in poor taste. This pita sandwich, which included beef, cheese, and tomatoes, faced backlash not just for its naming but for its unfortunate timing.
On another sea shore, the McLobster aimed to capture the essence of New England lobster rolls. Introduced in 1992, it consisted of lobster meat and lettuce in a bun, topped with lobster sauce. Despite its authentic attempt, the McLobster did not resonate well outside regional tastes, particularly due to its higher price point — $3.99 when it was first introduced and later reached $9. The offering was too niche for the global audience McDonald's catered to, leading to its discontinuation, although it made brief comebacks in specific markets.
Both items showcase McDonald's willingness to innovate; however, they also highlight the critical importance of aligning new products with cultural and market expectations. The McAfrika and McLobster remain examples of well-intentioned products that missed the mark, providing valuable business lore in the balance between innovation and market readiness.
Mighty Wings and McPizza
Mighty Wings and McPizza are two bold menu experiments that didn't quite make the cut. Introduced in the 1990s, the Mighty Wings were McDonald's venture into the chicken wings market. It had a robust flavor and crispy texture but was too spicy and expensive compared to other options available at McDonald's. For instance, a pack of three wings was priced at $3.69, five wings at $5.59, and ten wings at $9.69. Imagine paying more for a few wings than you would for a full meal. Needless to say, they didn't fly off the shelves as expected.
On the other side of the spectrum was the McPizza, introduced in the late 1980s to expand McDonald's dinner offerings. The McPizza presented a unique challenge — it simply took too long to prepare, especially by fast-food standards. Say you're at McDonald's, but instead of a quick burger, you're waiting 11-14 minutes for a pizza. And that's exactly where McPizza fell flat. It tasted pretty good, but the slow bake time was a deal-breaker, throwing a wrench in the fast-food chain's quick-service ethos. Both these items show us that McDonald's isn't afraid to experiment, sometimes hitting the mark and other times, serving up a learning experience. Mighty Wings and McPizza might not have stuck around, but they sure added some flavor to McDonald's adventurous menu history.