Will McDonald’s ‘Best Burgers’ Improve the Chain’s Sales?

McDonald’s has revamped its burgers, making small yet noticeable alterations designed to improve the flavor. This move comes amid a challenging environment in which the fast-food giant and its competitors are struggling to attract more foot traffic. Furthermore, recent price increases have sparked concern among customers, making it necessary for the chains to prove their offerings are worth the price tag.

In an attempt to strike a balance between maintaining familiar tastes and enhancing flavor, McDonald’s has revised its cooking and assembly processes under its “Best Burger” initiative, which was announced late last year. Rather than altering the beef patty, the company now gives the patties more room to cook on the grill, cooking only six at a time instead of the previous eight. It also adds onions before cooking to let them absorb the patty’s juices.

Other modifications include keeping the patties hotter to ensure the entire burger stays warm upon reaching customers, improving cheese melting, enhancing the quality of the buns, and adding more of the signature Big Mac sauce. These changes, however subtle, are expected to enrich the overall dining experience.

The fast-food chain started serving these enhanced burgers approximately a year ago, but only recently has it extended the initiative to all of its locations across the nation. Interestingly, in countries like Australia and Canada where the “Best Burger” has already been introduced, McDonald’s has seen business growth, suggesting the upgrades may have contributed to this success.

McDonald’s CEO Chris Kempczinski said in December that the “Best Burger” initiative was “on track to hit 70 markets by the end of 2023,” and nearly all of its markets by 2026. These small changes are expected to create a big impact that customers will appreciate.

To advertise the change, McDonald’s is featuring the Hamburglar, a familiar character from its 1970s ads, in its current TV commercials in markets that carry the “Better Burger.” Moreover, a visit to the McDonald’s website reveals the Hamburglar’s endorsement of the improved burger splashed across the homepage.

The revamp, however, does not apply to the Quarter Pounder, which underwent changes in 2018, shifting from frozen to fresh beef. This alteration was instrumental in McDonald’s gaining market share in the burger category for the first time in five years.

Opinions are mixed on the potential for the “Best Burger” to boost significant growth. Some are doubtful, considering it part of a long-term strategy to enhance food quality. Yet amid the skepticism, some early indicators suggest customers are eager to taste the improved burgers.

McDonald’s Improved Past Sales With Fresh Beef Quarter Pounders

In the spring of 2018, McDonald’s switched from frozen to fresh beef for its Quarter Pounder burgers, and according to a report by USA Today, purchases surged by a significant 30%.

In an interview, Marion Gross, McDonald’s senior vice president of supply chain management, expressed satisfaction with the response from customers. “We sold 40 million more Quarter Pounder burgers nationally in the first quarter of this year compared to the quarter in 2018,” she explained.

This move toward fresh beef isn’t exclusive to McDonald’s — several other fast-food giants like Wendy’s, Five Guys, Culver’s, Whataburger, In-N-Out, Shake Shack, and Smashburger have also made the shift away from frozen beef, Gross revealed.

Customers’ desire for transparency regarding food sourcing and preparation has been a driving force behind this change, according to Gross. McDonald’s aims to enhance customer satisfaction by providing clear information about its products. While the transition from frozen to fresh beef was a significant undertaking for McDonald’s, it’s important to note that some locations, such as those in Alaska, Hawaii, and U.S. Territories, still use frozen beef.

Also in 2019, McDonald’s made strategic decisions following the underperformance of its Signature Crafted Recipes. The company discontinued these products and focused instead on promoting its core offering, particularly the Quarter Pounder burgers.

According to Robert Derrington, a senior restaurant analyst at the Telsey Advisory Group, McDonald’s success with fresh beef has demonstrated that it can effectively enhance its menu offerings without relying on higher-end products. This strategic shift aligns with McDonald’s goal of meeting customer preferences while maintaining profitability.