The importance of the news is rather the hidden motives McDonald’s has regarding the new burger, rather than the innovation that they are bringing bout with it. 

Although innovation is crucial for every company, not all innovation is constructive. McDonald’s is now offering 19 different toppings for their burgers, but: is that really
what customers want? When applying the value proposition canvas, this does not relieve any pain for the customers never complained over the lack of options that McDonald’s offers. Such element does not bring about much of a gain either regarding the type of fast food chain this restaurant is, conversely, that many options rather complicate the process and creates a frustration in the customer since they are looking for fast food yet have to stop and consider so many different toppings while nobody who goes to this restaurant needs such specific combinations.

On the other hand, the array of combinations may be a strategy for McDonald’s to deal with the external environment affecting the food chain. Societal and cultural changes apply perfectly to this industry since people change their tastes so the restaurant has to change its menu. However, instead of making up new combinations of burgers, McDonald’s allow its customers to make their own combination. The value of this information lays in that the most popular combinations may become the new classic specials and the 19-options-gourmet-burger can get off the market if it is not popular.