McDonald’s knows it’s losing the burger battle—can it come back?
- 8 years ago
McDonald’s decision offer of breakfast all day long appears to have been a success.
But, now it faces a bigger challenge: producing an upscale burger that can compete with pricier, trendier chains.
The Wall Street Journal reported Thursday that a “sensory” panel is helping McDonald’s shift to a juicier approach.
The company is testing using fresh instead of frozen beef, different cooking techniques and developing a new technology system to process orders for customized burgers.
We have to nail it.
How do we deliver the best burger at the speed of McDonald’s and, ultimately, at the value you’d expect from McDonald’s?
That’s what we’re working towards.
Though it’s always been known for burgers, sales of burgers at McDonald’s have actually been flat for the past few years, and were only growing at one to two percent a year before that, according to the Journal.
It isn’t because consumers no longer eat burgers, however.
These days, they’re increasingly drawn to more expensive ones with better ingredients.
But, now it faces a bigger challenge: producing an upscale burger that can compete with pricier, trendier chains.
The Wall Street Journal reported Thursday that a “sensory” panel is helping McDonald’s shift to a juicier approach.
The company is testing using fresh instead of frozen beef, different cooking techniques and developing a new technology system to process orders for customized burgers.
We have to nail it.
How do we deliver the best burger at the speed of McDonald’s and, ultimately, at the value you’d expect from McDonald’s?
That’s what we’re working towards.
Though it’s always been known for burgers, sales of burgers at McDonald’s have actually been flat for the past few years, and were only growing at one to two percent a year before that, according to the Journal.
It isn’t because consumers no longer eat burgers, however.
These days, they’re increasingly drawn to more expensive ones with better ingredients.