 This more rigid system prevented McDonald's from broadening its menu to effectively competing with Burger King and other similar chains that were more flexible and were better positioned to expand their menu.The introduction of the Specialty Sandwich line was one of the first attempts by a major fast food chain to target a specific demographic, in this case adults aged between 18 and 34 years, members of which were presumably willing to spend more on a higher quality product.Included in the new line was the Original Chicken Sandwich, a ham and cheese sandwich, a roast beef sandwich, a new fish sandwich called the Long Fish Sandwich, and a new burger called the Sirloin Steak Sandwich.