McDonald’s removes items from its menu

McDonald’s is rolling out its newly simplified menu, which features fewer items in order to reduce confusion and boost speed.

According to an inside source the following would be removed nationally: the honey mustard Snack Wrap, chipotle BBQ Snack Wrap, bacon habanero ranch Quarter Pounder, bacon and cheese Quarter Pounder, premium chicken club sandwich and premium ranch BLT chicken sandwich.

The southern-style chicken sandwich will also be axed except in some markets. Additionally, local level operators can choose to remove the buffalo ranch McChicken or grilled onion cheddar burger from the menu.

Deeper cuts at McDonald’s could be on the way.

On the company’s conference call Friday, McDonald’s USA President Mike Andres said its menu rationalization test is “clearly ongoing,” as the chain has unveiled a lot of products during the last year and a half.

The cuts are aimed at simplifying a menu that’s grown complex over the years and proved to be an obstacle in the fast-food giant’s need for speed.

McDonald’s menu items excluding beverages, desserts or combo meals grew to 72 last year from 53 just four years earlier, according to market research firm Datassential.

The cuts come as McDonald’s is rolling out its customizable create-your-taste platform, a build-your-own sandwich option the company plans to begin expanding aggressively to 2,000 stores in the US this year. It is part of the Golden Arches’ effort to turn around its struggling U.S. business and compete with restaurants like Chipotle Mexican Grill that have seen success with their customized offerings.