Nobody goes to McDonald's because it has the best hamburgers.
You could argue that rivals Wendy's and Burger King have superior burgers and chains like Shake Shack and Five Guys certainly have. Virtually any chain that offers sit-down dining clearly has a better burger than McDonald's. (DCM) – Get a free report But that's not why the chain has been wildly popular for almost 70 years.
Customers go to McDonald's not because it is good, but because it is familiar. When you eat at the chain, whether you're in Paris, Texas or Paris, France, you get the same experience when ordering any of the chain's signature items.
Related: Wendy's Menu Adds New Take on Signature Sandwich
It's actually a pretty spectacular feat because the chain has grown into a massive global operation. It's not easy to ensure that you can get the same chips everywhere in the world so that you can offer exactly the same chip experience no matter where you are.
People visit McDonald's because it is familiar to them. The burgers may not be good by traditional standards, but for many customers they taste like home.
The chain offers people flavors they have grown up with. That's not to say McDonald's shouldn't make improvements, but its latest effort to improve its burgers, including its iconic Big Mac, carries risks as well as potential rewards.
Image source: Cate Gillon/Getty Images
McDonald's updates its exclusive burgers
McDonald's shared in April that it had improved its burgers in several markets around the world. That included adding softer buns, more melted cheese, and adding onions while the burgers are on the grill to caramelize.
“We find that small changes, like modifying our process to get a hotter, meltier cheese and adjusting the grill settings for better browning, add up to a big difference in making our burgers tastier than ever,” Chad Schafer shared , McDonald's Senior Director of Culinary Innovation, in a press release.
The changes have been tested in Australia, Canada, and Belgium, and coming to US locations across the board starting in December.
The changes to McDonald's burgers also extend to the Big Mac, the chain's signature sandwich. In addition to other changes, McDonald's is also adding more Big Mac sauce to its famous burger, “bringing more spicy sweetness into every bite of the Big Mac,” the company shared.
And, in a nod to its past and the recent success of its Grimace Shake, McDonald's will announce the changes using its iconic Hamburglar character.
McDonald's 'Best Burger' has worked around the world
While McDonald's is a global brand, people in most countries probably don't feel the same nostalgia for the company's burgers as Americans. That's probably at least partly why the chain rolled out its “Better Burger” changes around the world before bringing them to the US.
CEO Chris Kempczinski spoke about the changes during the fast food giant's crisis. third quarter results call.
“Australia was our first market to launch Best Burger and with resounding success. Perceptions of great tasting burgers continue to grow and the Macca team has reached an all-time high in beef burger share. And now Best Burger has grown to more from 70 markets around the world, building on learnings since the original launch in Australia,” he shared.
The CEO acknowledged that McDonald's makes customers feel a certain way during his comments.
“McDonald's value of reliability and wellbeing experiences continue to play a key role in connecting with our customers, not just in Australia, but across our markets, delivering delicious food at an affordable price and with the convenience our customers expect. “he added.
