Dive Brief:
- McDonald’s continues to execute on its Best Burger menu strategy, which has been implemented in over 80% of markets and is on track to reach nearly all of the chain’s markets by the end of 2026, CEO Chris Kempczinski said during McDonald’s Monday earnings call.
- As part of the initiative, the chain has changed the preparation and ingredients of its burgers by switching to softer buns, for instance. The initiative includes improved training and is meant to improve the customers experience and food quality, Kempczinski said.
- The fast food chain is also piloting a “more satiating burger that will provide great value for money,” Kempczinsksi said. The Big Arch burger, which is being tested in three international markets, consists of two beef patties with melted cheese, crispy toppings and tangy sauce.
Dive Insight:
McDonald’s has been looking to improve its beef and chicken menu items and strengthen its value proposition, which could help reverse a global slump in same-store sales.
Kempczinski described the Big Arch burger as “a quintessential McDonald's burger with a twist on our iconic familiar flavors.” The chain plans to test the burger and gather feedback on it through year’s end, before scaling it to other markets.
The chain also sees “significant opportunity for growth” in its chicken category. Chicken’s growth rate and category size are both roughly double that of beef, globally. Items like McNuggets and McChicken and newer fare like McCrispy and McSpicy have helped lead to chicken sales that are now on par with beef sales at McDonald’s, Kempczinski said. The crispy chicken sandwich is now offered in over 55 markets around the globe.
“There are plans to further expand our McCrispy equity,” Kempczinski said. “We will continue to capture chicken market share.”
In the U.S., the chain’s Bacon Cajun Ranch McCrispy, which launched in April, and a Grandma McFlurry promotion helped drive Q2 sales and “cultural buzz and brand relevance,” McDonald’s U.S. President Joe Erlinger said during the Monday call, while its $5 Meal Deal is helping bring back low-income consumers. The chain recently reported its highest ever year-to-date customer satisfaction score, he added.
