McDonald's has announced its latest move in its ongoing efforts to boost sales by improving its core menu items. The fast-food chain is rolling out a series of changes to upgrade its signature burgers, including softer buns, gooier cheese, and adding onion to patties on the grill. The Big Mac sauce will also have more of it.
The upgrades will apply to the Big Mac, McDouble burger, classic cheeseburger, double cheeseburger, and hamburger, and will be available nationwide by early next year. The changes have already been made to burgers in international markets and have already arrived in some US cities, including Los Angeles, Seattle, Phoenix, and Las Vegas.
These improvements follow other changes made to key menu items in recent years. In 2018, McDonald's switched to fresh beef for its Quarter Pounders, which had a significant sales impact. In 2021, it launched a crispy chicken sandwich to replace previous versions, which has resonated with McDonald's customers.
According to McDonald's CEO Chris Kempczinski, the chain is gaining market share in both chicken and beef thanks to improved burgers and items such as the chicken sandwich. Focusing on promoting core menu items, rather than introducing new products, is a way to keep processes simpler and reduce friction in the kitchen. McDonald's has also been using promotions like celebrity meal platforms and the adult Happy Meal to create buzz around its signature items.
Burger King is also focusing on its main offerings, particularly the Whopper, as part of its plan to turn its business around. The brand held Whopper trainings for franchisees in the fourth quarter of last year, and the Whopper contributed to higher US sales in that quarter.
In conclusion, McDonald's is making changes to its signature burgers to improve their flavor and appeal to customers. The focus on core menu items and improvements to the quality of ingredients is part of McDonald's strategy to boost sales and win market share in the competitive fast-food industry.