McDonald's is enhancing its iconic burgers as part of an effort to boost sales by focusing on core menu items. The changes include softer buns, gooier cheese, and onions added directly to the patties on the grill. Additionally, the Big Mac will feature more of its signature sauce.
Chef Chad Schafer, McDonald’s USA's senior director of culinary innovation, explained that small adjustments, such as improving cheese melt and optimizing grill settings for better searing, have significantly enhanced the flavor of their burgers. These updates will affect the Big Mac, McDouble, and classic cheeseburgers, including the double cheeseburger and hamburger.
Initially implemented in international markets, these improvements have already reached several US cities like Los Angeles, Seattle, Phoenix, and Las Vegas, with nationwide availability expected by early next year.
These burger enhancements follow previous menu upgrades. In 2018, McDonald's switched to fresh beef for its Quarter Pounders, a complex change that resulted in increased sales. In 2021, the company introduced a new crispy chicken sandwich, which has been well-received despite entering the chicken sandwich competition later than others.
CEO Chris Kempczinski noted that the improved burgers and chicken sandwich have helped McDonald's gain market share in both categories. He emphasized that in a market where customers seek comfort and familiarity, their core menu items are more relevant than ever. In the US, sales at stores open for at least 13 months rose 5.9% in the fourth quarter of 2022, with a 10.3% increase for the entire year.
By concentrating on its staple menu items instead of launching new products, McDonald's aims to simplify operations and minimize kitchen disruptions. The company has also used promotions, such as celebrity meal collaborations and the adult Happy Meal, to generate excitement around its main offerings.
Kempczinski highlighted that many of their successful campaigns in 2022 focused on bringing customers closer to their core menu items.
McDonald's isn't alone in this approach. Burger King has also been working on enhancing its main offerings, specifically the Whopper. Last year, the company announced a plan to revitalize its business, emphasizing the Whopper's presence in advertising and conducting training sessions for franchisees. This focus contributed to increased US sales in the fourth quarter.