McDonald’s gives its McFlurry a new face

new York
CNN
—

Almost a year after McDonald’s eliminated the hollow plastic spoon, more changes are coming to the McFlurry.

Starting September 10, the chain will do away with the dome-shaped plastic lid and serve the ice cream in a new paper cup that closes the top with four flaps.

The update is the latest in the company’s attempts to make environmentally friendly changes in recent years. Reducing plastic is one of the company’s stated goals, although there has been criticism of its ongoing environmental problems. Plastic straws in particular can increase ocean pollution and introduce microplastics that can harm marine wildlife.

In 2018, McDonald’s set a goal to reduce greenhouse gas emissions from its offices and restaurants by 36% between 2015 and 2030. In 2021, the chain replaced some of its plastic Happy Meal toys with 3D paper toys that customers can assemble themselves.

In 2023, McDonald’s eliminated the McFlurry plastic spoon, which doubled as a spindle inserted into a machine to mix in the toppings. The chain replaced it with a reusable spindle that was cleaned after each use and gave customers a smaller black spoon that uses less plastic.

Next week, a smaller McFlurry portion size will also be introduced, called the Mini McFlurry, for customers looking for a smaller or more affordable dessert option. The cups are half the size and will also be served in the new cups.

The menu changes come as the chain struggles with declining sales. Customers are not eating out as often and spending less when they do, leading to declining fast-food sales and fewer restaurant visits.

In June, McDonald’s introduced a “$5 meal deal” that was originally intended to last for a month but was extended for several weeks due to demand. Adding more lower-priced items, such as a Mini McFlurry, could help McDonald’s reposition the chain as a source of inexpensive food.

McDonald’s CEO Chris Kempczinski said at the recent earnings call that “it is clear that our lead in value leadership has shrunk recently” and that we are “focused on outstanding execution of delivering reliable, everyday value.”