What does the name “TasteCrafted” sound like to you? If you said “a mass-produced product that calls itself ‘artisan,'” you’d be close: that was one of the names tested for pricier, higher-quality, customized burgers at McDonald’s. The new name is “Chef Crafted,” since there’s nothing that the public associates more with McDonald’s than a trained chef carefully assembling burgers in the kitchen. [More]
