McDonald's Thinks Millennials Will Buy An "Artisan" Sandwich

And has officially rendered the word meaningless.

Slate's Jordan Weissmann stopped by McDonald's this morning to grab an Egg McMuffin and noticed this sign next to the register:

Besides ridiculously using the word "artisan," the ad boasts of "pantry seasonings" and the simplicity of its ingredients clearly an extreme exaggeration if not a complete lie.

On its website, the fast food chain says that the "100% grilled chicken breast filet" sits atop their "delectable artisan roll." Artisan, which conventionally means that it's made by hand, no longer means anything, because, well, there's no way McDonald's rolls are made by hand.

The sandwich showed up on the McMenu a few weeks ago, following a campaign emphasizing transparency and the release of similarly focused items like an "all-sirloin burger." The chain, befuddled by the fact that millennials care more about where their food comes from than how fast it comes out, is clearly desperate to break into the better-fast-food realm created by Shake Shack and Chipotle.

But this latest attempt is just sad. Eye-rollingly sad.

(h/t Slate)

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