McDonald’s Introduces its ‘Best Burger’ in a Bid to Increase Sales

McDonald’s, the fast-food giant, is introducing its “Best Burger” initiative in an effort to boost sales and increase customer visits. The company has already outperformed its competitors in recent quarters, thanks to price hikes and higher-income customers choosing its iconic menu items like McNuggets and Big Macs. However, McDonald’s experienced a dip in U.S. traffic in the third quarter as low-income diners reduced their visits. To counter this, the company is focusing on enhancing the quality and flavor of its core burgers while staying true to the tastes that customers love.

The “Best Burger” initiative involves small tweaks to the cooking and assembly processes of McDonald’s burgers. The patties are given more breathing room on the grills, resulting in a more flavorful product. Only six patties are cooked at a time instead of eight, ensuring each patty receives proper attention. Onions are added before cooking to soak up the patty’s juices, enhancing the overall taste. The cooked patties are kept hotter, ensuring that the burger remains warm when it reaches the customer. Additionally, the cheese is melted better, the buns are upgraded, and Big Macs receive more of their special sauce.

Although McDonald’s started rolling out the improved burgers a year ago, it has now launched them at all locations nationwide. Some of the company’s major international markets, such as Australia and Canada, have already implemented the “Best Burger” initiative and have seen positive results. By the end of 2023, McDonald’s expects the initiative to be available in 70 markets, with nearly all markets serving the upgraded burgers by 2026.

The company is promoting the changes through its iconic Hamburglar character, which has been used in McDonald’s ads since the 1970s. In markets where the “Best Burger” is available, the chain aired a TV commercial featuring the mascot endorsing the improved taste of the burgers. McDonald’s website also prominently displays an endorsement from the Hamburglar.

While some analysts believe that the “Best Burger” initiative will drive significant growth for McDonald’s, others are more skeptical. Wells Fargo analyst Zachary Fadem named it as an “upside driver” for the company in 2024, but the overall impact is still uncertain. Analyst Mark Kalinowski estimates that the changes could raise overall sales by 0.5% in 2024, while BTIG analyst Peter Saleh believes that improving the quality of food over time is a necessary process for fast-food chains.

Despite these mixed opinions, there are early signs that customers are eager to try the improved burgers. Even without local advertising until recently, the “Best Burger” has already driven a 10% increase in burger transactions, according to Loop Capital analyst Alton Stump.

In conclusion, McDonald’s is introducing its “Best Burger” initiative to enhance the quality and flavor of its core burgers in the hopes of increasing sales and attracting more customers. While the impact of this initiative remains uncertain, early signs show promising results. McDonald’s is dedicated to staying true to its iconic tastes while making small changes that customers are noticing and appreciating.