Something completely different at McDonald's: Fresh beef
In comments during the company's recent annual meeting with Wall Street analysts, McDonald's Chief Strategy Officer Lucy Brady acknowledged that worries about food quality has cost the company business.
Meanwhile, at a time when the US restaurant industry is facing a slowdown, food companies are adapting to changing consumer preference, bringing more transparency in their operations and trying to appeal to more health-conscious eaters by altering their practices and food lineup. This marks the latest stop in McDonald's move toward meeting customers' changing expectations, the company said.
"This is a first step", said McDonald's US president Chris Kempczinski.
McDonald's U.S. president Chris Kempczinski added, "Delivering fresh beef that's prepared when our customers order their food is just another example of how we are raising the bar". "We've got to work out whether we have the chillers or refrigerators with the necessary capacity". The fast food giant must also re-educate restaurant workers now working with fresh beef about food safety.
Cool! In like a, "congrats on the rest of your burgers continuing to be made with not-fresh meat in a majority of locations a full year from now" kind of way. The Golden Arches fast food company announced on Twitter Thursday that it would be using fresh beef in all quarter pounders at most of their restaurants by mid-2018. The company says the feedback from customers has been positive.
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The fresh beef burgers were initially tested in over 400 restaurants across Texas and Oklahoma.
By introducing fresh ingredients, McDonald's could price some of its products higher, which would likely drive up the average customer spend per visit, though margins may be pressured due to the costs associated with using fresh ingredients.
Customers are also asking what McDonald's means by "most" of its USA restaurants.
The items that will be fresh in their patties include the Double Quarter Pounder with Cheese, the Quarter Pounder with Cheese Deluxe and Signature Crafted Recipe burgers.
In 2015, McDonald's introduced All-Day Breakfast and committed to sourcing café-free eggs by 2025.
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