McDonald’s Announces Major Burger Upgrades to Enhance Flavor
McDonald’s is set to unveil significant improvements to its iconic burgers as part of a strategy to boost sales and enhance customer experience. The fast-food giant’s initiative reflects its commitment to refining core menu items while simplifying kitchen operations.
Key Points / What’s New
- Burgers will feature softer buns and meltier cheese.
- Onions will be grilled directly on the patties, enhancing flavor.
- More Big Mac sauce will be added to each sandwich.
- The changes will initially be available in select U.S. cities, expanding nationally by early next year.
Details of the Changes
McDonald’s plans to make incremental yet impactful adjustments to its burger offerings, including the Big Mac, McDouble, and various cheeseburgers. Chef Chad Schafer, McDonald’s USA’s senior director of culinary innovation, highlighted the positive effects of fine-tuning cooking methods. For instance, he mentioned that adjusting the searing process and achieving hotter, meltier cheese could significantly improve the overall flavor.
The enhancements began in international locations and are already making their way to U.S. cities like Los Angeles, Seattle, and Phoenix. The complete rollout across the country is expected by early next year.
Sales Performance and Strategy
McDonald’s has reported robust sales growth, with a 5.9% increase in stores operating for over a year during the fourth quarter of 2022. CEO Chris Kempczinski emphasized the importance of focusing on core menu items, stating that they resonate well with customers looking for familiar choices. “We are gaining market share in both chicken and beef,” he noted, referencing positive trends stemming from burger and chicken sandwich improvements.
In addition to burger enhancements, the company has successfully used promotional strategies, including celebrity meal platforms and special adult Happy Meal offerings, to generate excitement around its classic items.
Background
This focus on upgrading existing menu items is part of a broader strategy McDonald’s has adopted over recent years. The company previously switched to fresh beef for its Quarter Pounders in 2018, a complex transition that ultimately paid off in sales. In 2021, McDonald’s also introduced a new crispy chicken sandwich to compete in the lucrative chicken sandwich market, which has proven successful with its customer base.
As part of its commitment to continuous improvement, McDonald’s is not alone in its efforts. Competitors, such as Burger King, have also announced initiatives to enhance their flagship offerings, further intensifying the focus on core menu items within the fast-food industry.
