While the Big Mac is popular as ever (and will soon come in three different sizes), not all of the McDonald’s burgers are successful.
The company announced Monday it will eliminate its Create Your Taste option, which allows diners to customize their burgers. The menu offers more than 30 toppings and buns, including some not typical of McDonald’s, like caramelized grilled onions, chili lime tortilla strips, and guacamole. Customers can order their burgers from touch-screen kiosks.
Create Your Taste is offered in about 2,000 U.S. McDonald’s locations, but it never quite took off the way the chain hoped.
According to Business Insider, customers complained about the burgers being expensive and taking too long to make. Franchisees also lamented the cost of the experiment — they claimed it slowed down kitchen operations and tried too hard to target an audience that typically doesn’t dine at McDonald’s.
While Create Your Taste will go away, the world’s largest restaurant chain still offers “Signature Crafted Recipes” in certain regions, such as a sriracha sauce in Los Angeles, San Diego, and Seattle.