The McDonald's burger, even the famous Big Mac, exists in a different kind of universe than high-end burgers. When you sit down to eat a burger at a family restaurant chain or even a fast-casual chain like 5 Guys, customers have a completely different expectation than when they walk into the Golden Arches.
McDonald's basic burgers are scarce, but the chain's entire burger line underwent a major makeover this year. The company did not make big changes, but rather made many smaller ones.
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The changes included “softer, fluffier buns freshly toasted to a golden brown” and “perfectly melted cheese that will make you want to savor every last bit of the wrapper,” according to the company.
McDonald's also added more Big Mac sauce to its signature sandwich and started adding white onions to its burgers while they're still on the grill to create a caramelized flavor.
McDonald's has worked to improve its burgers, but has never managed, despite numerous attempts, to create a premium burger. However, this latest effort may be the moment when the chain has all the right pieces and market conditions to craft a premium burger.
Image source: Cate Gillon/Getty Images
McDonald's hamburgers are not very big.
Every fast food burger chain has a signature sandwich. Burger King has the Whopper, a product it has leveraged extensively, Wendy's offers the Baconator, and McDonald's has the Big Mac.
The problem is, while the Big Mac may be a famous burger, it's not a premium burger. Much of its weight comes from the toppings and the center bun. Their actual burgers weigh 1.6 ounces each, making them smaller than a quarter pounder.
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McDonald's (DCM) has offered larger Big Macs, including one made with quarter-pound patties. He also offered the Double Big Mac, which he described as follows:
“The Double Big Mac is twice the fun with four 100% beef patties. It's topped with pickles, crispy shredded lettuce, finely chopped onions, our iconic Big Mac sauce and a slice of American cheese, all sandwiched between a fluffy sesame sauce. seed bun,” the company shared.
Basically, that limited-time deal was the same burger with double patties, something most of the chain's locations will let you order even though it's no longer on the menu.
McDonald's burgers are made big for a reason
McDonald's has tried premium burgers before, but products like the Arch Deluxe never took off because people who wanted a better burger would probably opt for a sports bar or a chain like Chili's or TGI Fridays.
Now, however, consumers have increasingly focused on value and that may open the door to a premium offering from McDonald's. This is something CEO Chris Kempczinski talked about during his network's conference. call for first quarter results.
“Consumers continue to be even more demanding with every dollar they spend as they face high prices on their everyday spending, which is putting pressure on the QSR industry,” he said. “Against the backdrop of a difficult macroeconomic environment for the industry, we know our customers are looking for trusted everyday value now more than ever.”
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Chief Financial Officer Ian Borden talked about the chain working on a larger burger during the call.
“As we look to continue strengthening our leadership in beef, our team of chefs around the world have created a larger, satiating burger. We will test this burger in some markets later this year to ensure it has universal appeal before to scale it all over the world,” he shared.
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