Mike Stewart, Associated Press
In this March 6, 2018, file photo, a McDonald's Quarter Pounder, left, and Double Quarter Pound burger are shown with fresh beef in Atlanta.

SALT LAKE CITY — McDonald’s is ditching its premium sandwich line, according to Bloomberg.

McDonald’s unveiled its Signature Crafted Recipes back in May 2017, which included Pico Guacamole, Sweet BBQ Bacon and Maple Bacon Dijon. All of those sandwiches cost about $5.

  • "Based on (customer) feedback, we’ll move away from the Signature Crafted Recipes line on our national menu," McDonald's said on its website in a press release. "Our fresh new Quarter Pounder lineup brings customers more of the craveable, customizable and delicious tastes they love."

Chris Kempczinski, the president of McDonald’s USA, said that the menu would hopefully appeal to millennials.

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Experts told USA Today that the recipes were a move by McDonald’s “to compete against fast-casual restaurants, companies that serve more upscale food but without table service, and so-called better-burger chains.”

Robert Derrington, a senior restaurant analyst at the Telsey Advisory Group, told USA Today that McDonald’s added non-frozen meat in its Quarter Pounders recently.

  • "They've had success with fresh beef," he said. "It appears they don’t need to supplement the higher end of their menu. Instead, they can do that successfully with their core products with updated ingredients."