McDonald's is enhancing its iconic burgers as part of its strategy to boost sales by refining its core offerings. The changes include softer buns, meltier cheese, onions added directly on the grill, and an extra helping of Big Mac sauce.
Chef Chad Schafer, McDonald’s USA's senior director of culinary innovation, explained that small adjustments, such as modifying grill settings for a better sear and achieving hotter cheese, have significantly enhanced the flavor of their burgers. These updates will affect the Big Mac, McDouble, classic cheeseburger, double cheeseburger, and hamburger.
Initially introduced in international markets, these improvements have already reached cities like Los Angeles, Seattle, Phoenix, and Las Vegas, with a nationwide rollout expected by early next year.
This initiative follows previous enhancements to key menu items. In 2018, McDonald's switched to fresh beef for its Quarter Pounders, a complex change that led to increased sales. In 2021, they introduced a new crispy chicken sandwich, which has been well-received by customers despite entering the competitive chicken sandwich market 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 time when customers seek comfort and familiarity, the core menu has become increasingly important. In the US, sales at locations open for at least 13 months rose by 5.9% in the fourth quarter of 2022, with a 10.3% increase over the entire year.
By focusing on its established menu items rather than launching new products, McDonald's simplifies operations and minimizes kitchen disruptions. The company has also used promotional strategies, such as celebrity meal collaborations and adult Happy Meals, to generate excitement around its main offerings.
Kempczinski highlighted that some of the most successful campaigns in 2022 centered on the core menu, strengthening customer connections to these items.
McDonald's isn't alone in this approach. Burger King has also been working on enhancing its main product, the Whopper, as part of a broader business revitalization plan. Last year, they conducted Whopper training sessions for franchisees, and the brand reported that the Whopper contributed to increased US sales in the fourth quarter.