McDonald's is introducing a range of enhancements to its iconic burgers in an attempt to increase sales. These modifications include softer buns, meltier cheese, and the addition of onions directly on the grill. In addition, there will be a more generous serving of the Big Mac sauce.
The fast-food giant's senior director of culinary innovation, Chad Schafer, explained that these minor shifts such as achieving hotter, meltier cheese and altering grill settings for a superior sear, significantly enhance the taste of the burgers. These enhancements will be implemented on the Big Mac, McDouble, classic cheeseburger, double cheeseburger, and hamburger.
These improvements were initially implemented in international markets and have already been introduced in several U.S. cities, including Los Angeles, Seattle, Phoenix, and Las Vegas, with plans for a nationwide rollout in early next year.
This move follows a series of upgrades that McDonald's has made to its main menu items. In 2018, it transitioned to fresh beef for its Quarter Pounders, which resulted in an impressive boost in sales. In 2021, McDonald's launched a new crispy chicken sandwich which replaced previous versions and was well-received by customers.
McDonald's CEO, Chris Kempczinski, revealed during a January analyst call that the company had seen an increase in market share in both the chicken and beef sectors. He stated that their staple menu items have become more relevant than ever as customers are seeking simplicity and familiarity. In the U.S., sales in restaurants open for at least 13 months surged by 5.9% in the fourth quarter of 2022, and by 10.3% for the entire year.
McDonald's has been focusing on enhancing and promoting its core menu items instead of introducing new products, which simplifies processes and minimizes kitchen disruptions. The fast-food chain has also been leveraging celebrity meal promotions and the adult Happy Meal to generate excitement around its signature offerings.
However, McDonald's isn't the only fast-food brand prioritizing the enhancement of its primary offerings. Burger King has been working on improving its iconic Whopper and increasing its visibility in advertisements. Last year, it organized Whopper training for franchisees, and the company reported in February that the Whopper had contributed to a rise in U.S. sales for that quarter.