In a significant move, McDonald's is spearheading a major overhaul of its burger-cooking process. The initiative aims to elevate the taste and juiciness of its offerings, including the iconic Big Mac. Part of a wider spring advertising campaign, the revamp is a strategic response to the intensifying competition within the fast-food burger industry.
Revamping the Big Mac and More
Leading the initiative are Chris Young, McDonald's Senior Director of Global Menu Strategy, and Chef Chad Schafer. The duo has been experimenting with novel burger-cooking techniques at McDonald's Chicago headquarters. The revamp includes more than 50 distinct modifications spanning from smaller beef patties and a buttery brioche bun with randomly scattered sesame seeds, to an increased quantity of special sauce, fresher lettuce, cheese, and pickles. This overhaul is designed to infuse quality and taste into their products, a move aimed at competing with fast-casual burger chains.
The Test and its Outcome
The revamped process was first tested in Australia. McDonald's CEO, Chris Kempczinski, reported that customers in Australia responded positively to the improved burgers. The tests in Australia were a crucial step before implementing the changes across McDonald’s 13,460 U.S. locations. The rollout, which began in the West Coast and Midwest regions, is expected to be completed by early 2024.
The Challenge Ahead
While the company has high hopes for the revamp, it acknowledges the success of this initiative relies on employees consistently executing the new cooking methods. The move comes at a time when McDonald’s is striving to maintain its sales momentum, especially considering the economic slowdown and growing competition. The company, which saw a 10.3% increase in U.S. same-store sales in 2022, is pushing to sustain this growth. In the fast-food burger market, every detail matters and McDonald's is leaving no stone unturned to reclaim its position.