After the success of its ‘All Day Breakfast’ initiative, McDonald’s is looking at several other innovations to improve its food quality and promptness in service. The company is conducting a test with burgers made of fresh beef at some of its restaurants in Dallas. While McDonald’s uses flash frozen patties in its burgers which are then grilled in the restaurants later, the experiment at limited locations to use fresh beef has been underway since November last year. The company has not indicated whether this will become a permanent feature or whether it will be expanded to other restaurants. However, this initiative has the potential to significantly improve the food quality and service at McDonald’s restaurants. Burgers made from fresh patties can potentially become “premium” food items at its restaurants and appeal to the millennial generation preferring “better burgers”. McDonald’s could potentially move up the price ladder with this innovation. As the company looks at ways to improve its offerings as part of its turnaround strategy, fresh patties can prove to be the next winner for McDonald’s, in our view.
|