![]() It’s believable in casual and fine-dining restaurants but not for fast food, he said. The Chef Crafted name may not work, either, Cohen said. The buffalo bacon variety includes blue cheese sauce and crumbles, buffalo sauce, smoked bacon, tomato and lettuce. The new Chef Crafted bacon dijon sandwiches are topped with maple bacon, grilled onions, honey dijon sauce, white cheddar and lettuce. They declined 2 percent in the company’s most recent quarter as new items and promotions didn’t attract more customers. McDonald’s Chief Executive Officer Steve Easterbrook has tried advertising the chain’s upgraded foods, including Quarter Pounders made with more than a quarter pound of meat and Artisan Grilled Chicken sandwiches seasoned with garlic, lemon and parsley. “There was no emotion to it, no feelings like it came from a human,” he said. TasteCrafted sounded too mechanical, said Joel Cohen, owner of Cohen Restaurant Marketing Group in Raleigh, N.C. A few restaurants are still testing the TasteCrafted program, McComb said, without giving a specific figure. Chef Crafted is being tested in about 200 restaurants, with more to come later this year. The chain also is trying Create Your Taste, which allows customers to choose toppings via large touch-screen kiosks. Chef Crafted is McDonald’s third attempt to figure out a create-your-own-sandwich program. The world’s biggest restaurant chain is struggling to compete with newer restaurants offering healthier fare and custom meals. “We decided to celebrate our chefs who have created these recipes and highlight the culinary expertise of our in-house and supplier chefs.” “The original name ‘TasteCrafted’ did not resonate with consumers,” she said. New flavors include maple bacon dijon and buffalo bacon, while hot jalapeno and deluxe were removed. The program’s name was changed to Chef Crafted from TasteCrafted, Lisa McComb, a company spokeswoman, said in an email. CHICAGO - McDonald’s Corp., seeking to snap a sales slump by letting diners customize meals, is renaming its build-your-own-burger program and replacing two unpopular flavors.
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