McDonald's has lost 500 million domestic transactions since 2012, majority to the company's primary competitors.
Wendy's went after McDonald's on Twitter for announcing they were just making the switch from frozen to fresh beef on March 30. Also, getting closer to the so-called better-burger chains, like Five Guys and Smashburger.
McDonald's will begin serving fresh beef in all Quarter Pounder burgers in most of its USA restaurants by mid-2018, the company announced March 30.
Diners "say they want fresh and healthier, but they want it faster than ever", he said.
The announcement, which includes Quarter Pounder and Signature Crafted Recipe burgers, will reportedly not affect other burgers like the Big Mac and McDouble.
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Many suggested it wouldn't have as strong a draw as the switch to all-day breakfasts.
"But the fragmented nature of the US QSR market means the impact should be relatively muted, e.g., a 50bps lift in MCD's US SSS = ~$180mm in sales", the bank added.
"Today's announcement is part of a continuing food journey for McDonald's", McDonald's U.S. president Chris Kempczinski said in the release.
McDonald's has long taken heat from customers over its ingredients, and overall trends toward more healthful eating have impacted consumer perception of the restaurant chain. "It's where we have most demanding customers". Frozen beef Quarter Pounder patties are typically cooked four or more at a time, and the burgers are left in a holding area until a customer orders it, Kempczinski said. While nutrition will remain the same, he said burgers with fresh beef will taste better. The company announced Thursday that by the middle of 2018, those burgers would be made with fresh meat, not frozen, prepared right when you order it.
"Today's announcement is part of a continuing food journey for McDonald's", said McDonald's USA President Chris Kempczinski. It will have to update its food safety procedures, such as the proper way to store the patties. He did not give a timeline for when other McDonald's burgers would make the switch. It has also eliminated high-fructose corn syrup from some of its buns, and has said it would not use artificial preservatives in McNuggets.