COLOGNE, GERMANY – McDonald’s is set to announce its fourth-quarter results on Monday, and analysts are expecting U.S. same-store sales growth to be lower than the previous quarter. With pressure to increase traffic and sales, the fast-food chain is rolling out its “Best Burger” initiative, aiming to enhance the flavor of its core burgers without drastically changing the menu.
The initiative involves subtle tweaks to the preparation and assembly process of the burgers to create a more flavorful product. McDonald’s U.S. Chief Restaurant Officer, Mason Smoot, explained that the goal is to improve the overall eating experience while staying true to the tastes that customers love.
Changes include giving the beef patties more breathing room while cooking, adding onions before cooking to absorb the patty’s juices, and keeping the cooked patties hotter. The cheese is melted more efficiently, the buns have been upgraded, and Big Macs receive an extra serving of special sauce.
Despite skepticism from Wall Street analysts, early indications show that customers are responding positively to the improved burgers. Some markets with the “Better Burger” have seen a 10% increase in burger transactions, even before local advertising efforts have commenced.
The initiative is part of McDonald’s efforts to improve the quality of its food in a subtle yet effective manner. While some doubt its potential to drive significant growth, others see it as a positive step for the company. McDonald’s plans to roll out the updated burgers to nearly all of its markets globally by 2026, signaling the company’s commitment to enhancing the dining experience for its customers.