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McDonald’s is upgrading its burgers




New York (CNN) McDonald’s, which has focused on upgrading its core items to boost sales, is rolling out a series of changes designed to improve its signature burgers.

Buns become softer. Cheese, thrower. Onions will be added to the patties right on the grill. And the Big Mac sauce? There will be more of it.

“We found that small changes, like adjusting our process to get hotter, melting cheese and adjusting grill settings for a better sear, added up to a big difference in making our burgers tastier than ever,”[ads1]; said Executive Chef Chad Schafer , senior director of culinary innovation for McDonald’s USA, in a statement Monday. The upgrades apply to the Big Mac and McDouble burger as well as the classic cheeseburger, double cheeseburger and hamburger.



The Big Mac comes with more Big Mac sauce.

The improvements were first made to burgers in international markets, the company said, and have already arrived in some US cities, including Los Angeles, Seattle, Phoenix, Las Vegas. They will be available nationally early next year.

The changes follow other improvements to key menu items.

In 2018, McDonald’s announced that it was switching to fresh beef for its Quarter Pounders, a complicated move with huge sales gains. In 2021, it launched a crispy chicken sandwich to replace previous iterations—a relatively late arrival in the chicken sandwich wars, but one that seems to have resonated with McDonald’s customers. .

“We’re gaining market share in both chicken and beef,” thanks to improved burgers and items like the chicken sandwich, said McDonald’s (MCD) CEO Chris Kempczinski during an analyst call in January. “In an environment where our customers are looking for the simple and familiar, our core menu items have never been more relevant,” he said. In the US, sales at stores open at least 13 months increased 5.9% in the fourth quarter of 2022, and rose 10.3% for the full year.



Even the humble cheeseburger gets an upgrade.

Focusing on promoting core menu items, rather than introducing new products, is one way to streamline processes and reduce friction in the kitchen. And McDonald’s has used campaigns such as celebrity meal platforms and the adult Happy Meal to create buzz around its signature items.

“Through 2022, some of our most successful promotional platforms brought our customers closer to their core menu items,” Kempczinski said on the call in January.

McDonald’s isn’t the only brand trying to improve its core offering.

Burger King, which last year announced a plan to turn around its business, has focused on improving the Whopper and making it more visible in advertising. In the fourth quarter of last year, it held Whopper training sessions for franchisees. The brand said in February that the Whopper contributed to higher sales in the US in that quarter.



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