Back in the early days of McDonald’s and In n Out Burger, both stores offered hamburgers, french fries, soft drinks and milk shakes. McDonald’s had the word Hamburger on its signs (no longer) and they were focused. Over the decades McDonald’s has added 100s of items to their menus and In n Out Burger still sells hamburgers, french fries, soft drinks and milk shakes.
Despite the materially larger menu, McDonald’s does about the same revenue per store as does In n Out, and In n Out is rated one of the top fast food restaurants, while McDonald’s ranks near the bottom.
While it’s still only a drop in the bucket, McDonald’s new CEO is trying to regain focus at the chain. To that end they are dropping several items from the menu.
There is no company that cannot improve its performance by narrowing its focus.