McDonald' s are introducing an all-new supersized burger as they attempt to get ahead of their competitiors.
The fast food giant have a new strategy to try and get ahead of “fast-flation” as the demand for budget burgers and fries from consumers had decreased. The jumbo burger is the latest initiative from McDonald's following on from their recent $5 meal deal.
McDonald's CEO Chris Kempczinski announced the Big Arch burger on Monday as the latest addition to their menu lineup. The epic burger will feature two patties, melted cheese, tangy McDonald's sauce, and crispy toppings according to a report from Restaurant Business Magazine.
Announcing the burger Kempczinski said: “It's a quintessential McDonald's burger with a twist on our iconic, familiar flavors.” He also revealed that the new creation is currently getting consumer testing in three international markets, including Canada and Portugal.
Should the introduction of the fresh recipe be a success in testing, it will then be rolled out to additional markets globally including the United States. Earlier this year McDonald's CFO Ian Borden told Food & Wine: “In the past, you would have seen us try and get after that opportunity in 20 different markets in 20 different ways, and then you don’t have the ability to build a global equity that you can drive at scale.”
The Portuguese McDonald's website calls the burger "Um verdadeiro Épico Mac,” or “a true epic Mac.” It also details ingredients of the burger saying that it contains both fried and fresh onions layered from the base to the top. There are also slices of cheese layered between both patties in the burger with the “tangy McDonald's sauce” layered on the underside of the top of the bun.
McDonald’s have also detailed how fans can expect more offerings from them in the future. The announcement comes after the $5 meal deal didn't create the desired surge in customers, according to fast food gurus.
BTIG analyst Peter Saleh, who keeps tabs on footfall at fast-food joints, reckons the golden arches might need to rethink their game plan and prolong the promo. McDonald's $5 steal, which included a McChicken or McDouble, a quartet of chicken nuggets, fries, and a drink was launched to offer customers "meaningful value".
When the news of the meal deal first emerged in May, it was speculated that not all outlets would participate due to higher labour costs and rent. However, McDonald's has found a workaround by allowing managers in pricier states - Alaska, California , Guam, Hawaii, Nevada, Manhattan in New York and Washington - to charge $6 for the deal.
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