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Remember their McLean burger?
Larry J — (archived)

Perhaps not. McDonald's tried to market a lower fat burger back in the 1990s. It flopped in the market.

Five years ago, McDonald's introduced a lower fat burger, the McLean burger. The McLean deluxe has just 12 grams of fat, compared with a Big Mac with 28, but the diet burger hasn't made much of dent in sales. "The trend is for ... more of those lower-fat options," said McDonald's Lynn Dugan. "I can tell you that people still want the burgers and the french fries."

Companies like McDonald's try to figure out what will sell and offer that. You can't make people buy what they don't want. From the Restaurant Report: Trends in the Quick-Service Restaurant Industry

We recently made a presentation to a large quick-service restaurant franchise operator. We discovered some interesting trends in this industry - some you probably know about, some you may not know about - that we wanted to share with you.



DIET FOODS DON'T WORK.
Diet foods don't work in the quick-service, or fast food, industry. Mickey D's McLean burger was a great idea but it just didn't catch on with the fast-food eating public.

LARGER PORTIONS DO WORK.
We'll single out Michael Jordan's favorite fast food restaurant chain again. The Deluxe series at McDonald's (Arch Deluxe, Fish Filet Deluxe, Crispy Chicken Deluxe and Grilled Chicken Deluxe) serves up sandwiches which are larger, cost more but taste about the same as the regular models in an effort to attract more adults to the Golden Arches.

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