Softer, gooier and cheesy – McDonald’s is changing the design of its signature buns. There will be more of the Big Mac sauce and onions added to patties right on the grill for a juicer caramelized flavour. The upgrades will be applicable to the Big Mac, McDouble burger, classic cheeseburger, double cheeseburger and hamburger.
Chad Schafer, chef and senior director of culinary innovation of McDonald’s USA, said there will be changes, like tweaking the process to get hotter, meltier cheese and adjusting the grill settings for a better sear. He believes these will add up to a big difference in making McDonald’s burgers more flavorful than ever.
The fast food restaurant first made improvements to its burgers in international markets. McDonald’s announced in 2018 its switch to fresh beef for its Quarter Pounders. And in 2021, it launched a crispy chicken sandwich to replace previous iterations.
Chris Kempczinski, McDonald’s CEO, in a January analyst call said they are gaining market share in both chicken and beef thanks to improved burgers and items like the chicken sandwich. “In an environment where our customers are looking for the simple and familiar, our core menu items have never been more relevant. In the U.S., sales at stores open at least 13 months jumped 5.9% in the fourth quarter of 2022, rising 10.3% for the whole year.” Kempczinski said some of their most successful campaign platforms, throughout 2022, brought their customers closer to the core menu items. McDonald’s is also using promotions like celebrity meal platforms and the adult Happy Meal to create buzz around its signature items.
Changes to McDonald’s menu in the U.S. will come about in 2024. The brand has already brought about changes in Australia, Belgium, and Canada. It will be brought in American cities on the West Coast, Las Vegas, Seattle, Los Angeles, Phoenix, and San Francisco.
