MCDONALD'S THINKING LEAN.

Byline: Brent Hopkins Staff Writer

McDonald's went on a crash diet Tuesday, saying it will eliminate Supersize fries and drinks amid mounting criticism that the chain and others like it have created a nation of fast-food fatties.

The uber-portions, a staple of McDonald's menus since 1988 and widely copied by its fast-food competitors, will be phased out by year's end as part of what a spokesman called an ``overall simplification, menu and balanced lifestyle strategy.''

Though popular, the 7-ounce fries and 42-ounce drinks drew fire from critics, who said they contribute to obesity. The chain has successfully defended itself against several lawsuits claiming its food made patrons too fat, but has also moved to add healthier items to the menu, including fruits and salads.

``They are the target,'' said Ron Paul, president of Technomic Inc., a restaurant consulting group that has worked with McDonald's. ``They've got the X on their chest, so they want to head off the criticism about the industry about pushing larger portions on consumers.''

The fries, which cost a dime more than a large, 6-ounce order, bring with them 610 calories and 29 grams of fat, nearly half the recommended daily allowance. The patron who opts for the Supersize Coca-Cola Classic gets an additional 410 calories with the meal. While the fries appear to be gone for good, the drinks could return as a promotional option.

Chain representatives declined to answer questions about the decision, offering a printed statement that says the plan has been in the works for two years. Some restaurants began removing the jumbo-size fries and drinks in January, though the company did not specify how it would handle the phase-out.

``McDonald's is focused on delivering an exceptional customer experience that includes a consistent and relevant menu, with a range of choices that support a balanced lifestyle,'' reads the statement, attributed to spokesman William Whitman. ``To achieve this, we will have a national core menu in all U.S. restaurants by the end of 2004. This core menu, which has been under development since 2002, simplifies our menu and restaurant operations, and provides a balance of choices for our customers.''

Though it fits with the overall trend toward healthier eating, Richard Martin, managing editor of The Nation's Restaurant News, saw the move as defensive. He called it ``the end of an era,'' guessing that other chains would follow suit, just as they jumped on the bandwagon after McDonald's pioneered gargantuan portions. Conversely, he said some rivals might decide to keep their largest sizes in an effort to attract the less health-conscious.

``The nutrition critics won't have as much to point fingers at,'' Martin said. ``McDonald's can also point at their salads, the grilled chicken, the yogurt. If you get rid of super-sizing, you're less of a lightning rod.''

Paul noted that the Supersize name's cachet has fallen with the distribution of the documentary ``Super Size Me,'' a chronicle of filmmaker Morgan Spurlock's 30-day eating binge at the burger giant. Scheduled for spring release, the film shows Spurlock adding 25 pounds and sending his cholesterol skyrocketing while mocking the chain.

``They're selling a lot of salads. Sales are strong, so (super-sizing) may not be as important to them anymore,'' Paul said. ``But I'm pretty surprised. I wouldn't have thought they'd do something like this.''

Neither did Chris Taylor, a longtime Supersize fan running through a McDonald's in Woodland Hills on Tuesday night.

``Their portions are pretty ridiculous. That said, I just got the Supersize No. 5.''

Brent Hopkins, [phone]

brent.hopkins(at)dailynews.com

CAPTION(S):

photo

Photo:

(color) McDonald's announced Tuesday that it will eliminate Supersize fries and drinks.

Tom Mendoza/Staff Photographer