Friday Flops #1 – McDonald’s McD.L.T.


McDonald’s are not known for being scared to try new things. While they are willing to try new things often, it is not all that often that those new things are rolled out nationwide. The McRib is one item that has found success by being limited time only and often not at all locations. Considering this is the first of a new article series I plan on doing here, I wanted to pick something that was big in many ways, including flopping, yet was memorable. That brought me to the McDonald’s McD.L.T. a sandwich that is still fondly remembered, even over 30 years since it debuted, sorely missed by those that had one, and a confusing mess to those that missed out on it.

For those that have never heard of the McD.L.T. it is basically a new take on the fast food burger. Nothing more. Well, there is a bit more to it, otherwise this would be a short article.

The execution was what set the McD.L.T. apart from the competition – even on McDonald’s own menu. First, the bottom bun and the meat patty were prepared and placed on one side of the container. The top bun, lettuce, tomato, onion, and other add-ons were placed in the other side of the two-compartment container. Customers were required to combine the two when ready to eat.

Some consider the downfall of the McD.L.T. to be that simple step that customers had to perform, the most crucial step of all steps when preparing a sandwich. Combining the two halves. Now, this is obviously not something that could simply be pulled out of the bag, unwrapped, and then consumed as we hurtled down the interstate at breakneck speed while adjusting the radio and sipping from our extra-large Diet Coke.

No, the McD.L.T. required a bit more coordination and effort on the part of the person about to consume it – or a passenger that is trustworthy, and willing, to handle this task. Basically, not something you may be willing to trust a sibling to do – no matter their age.

No, the real reason that the McD.L.T. probably failed was the container itself. McDonald’s needed a container that could keep the hot side hot while allowing the cold side to live in harmonious oblivion right next door none the wiser.

This container was a non-biodegradable Styrofoam which did not sit well with more ecologically focused customers. There as a bit of a backlash about it and well, the McD.L.T. was no more as McDonald’s simply could not offer it without that container.

Since the container was a dead end, the McD.L.T. simply rejoined the rest of McDonald’s burgers where the hot meat is simply the base for the cold tomatoes, lettuce, and onions which gradually warmed thanks to their proximity to a grease filled hunk of burned meat.

Recognize that guy? Yep, that is Jason Alexander of Seinfeld fame.

Now, my question is, who had a McD.L.T.?

Carl Williams

It is time gaming journalism takes its rightful place as proper sources and not fanboys giving free advertising. If you wish to support writers like Carl please use the links below.

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