The Wall Street Journal has a story this morning about how fast feeder McDonald’s has “decided it’s had enough with dry patties and squishy buns. For the past seven years, the chain that made its name on burgers has been on a quest to improve its signature offering.
“The changes are now rolling out in the U.S., including on its Big Mac. The two all-beef patties are cooked in smaller batches for a more uniform sear. There’s more special sauce. The lettuce, cheese and pickles have been rethought to be fresher and meltier, and the bun is now a buttery brioche, with the sesame seeds more randomly scattered for a homemade look.
“The more than 50 tweaks on its burgers add up to the Chicago-based company’s biggest upgrades in decades to its core menu. With increased competition in the burger market – especially from higher-end, fast-casual burger chains such as Five Guys – executives decided to revamp some of the industrial-scale techniques that have produced cheap, uniform burgers. In some cases, McDonald’s is reviving practices it scrapped long ago in a push for efficiency.”
“We can do it quick, fast and safe, but it doesn’t necessarily taste great. So, we want to incorporate quality into where we’re at,” Chris Young, McDonald’s senior director of global menu strategy, tells the Journal.
KC’s View:
I haven’t had a Big Mac in years – I decided some time ago that I just wanted to avoid crappy food if I could, and McDonald’s seemed like the poster child for crappy food.
I’ve railed against McDonald’s for years here on MNB, and suggested that maybe it would be a good idea for them to focus on quality.
So based on this story, I’ll consider giving Mickey D’s another shot.
The post McDonald’s Decides To Focus On – Wait For It! – Burger Quality appeared first on MNB.
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