>>21582614
It addresses a legitimate problem but the extra cost, along with "the container is destroying the ozone layer" were more important to consumers than wilted lettuce. Market research showed that one of the main complaints about McDonald's food by higher income consumers was the quality, with low quality produce being one of the main issues. Beyond the earlier mentioned issues, McDonald's wasn't able to get higher income consumers to even try the McDLT, mainly because going to McDonald's wasn't part of their routine.
By the time they realized the high income consumers weren't going to appear, the product had the stink of failure all over it, so even repricing it to their traditional customer base didn't help.
