When McDonald’s announces its fourth-quarter results analysts will be expecting U.S. same-store sales growth of 4.4%. Fast food chains will face pressure to boost traffic this year, as they will no longer be able to rely on dramatic price hikes to fuel sales. McDonald’s is responding with its “Best Burger” initiative, fine-tuning its burgers with cooking and assembly process changes. The initiative aims to enhance the quality and flavor of its core burgers while staying true to the tastes that customers already love.
By making subtle changes to its core products, McDonald’s is hoping to have a big impact on customer satisfaction and sales. Onions are now added before the patties are cooked to absorb the patty’s juices, creating more flavor. The new initiative has already been implemented in some of McDonald’s key international markets, and analysts expect it to have positive effects on the company’s overall sales.
While Wall Street has mixed opinions on whether the “Best Burger” initiative can drive significant growth, there are promising early signs that customers are willing to try the improved burgers for themselves. Despite receiving minimal advertising at the local level, the “Better Burger” has already driven a 10% lift on average to burger transactions. Ultimately, McDonald’s is confident that these small changes will have a big impact on customer satisfaction and sales growth.