McDonald’s is working to improve its food quality, along with the customer experience.
After recent struggles threatened the success of fast food giant, McDonald’s, the company has been working on multiple turnaround efforts to bring the chain out of its slump. From introducing all-day breakfast to devising new menu items, the chain has made a number of efforts to regain favor among consumers. However, recently, the chain introduced two new strategies to drive business.
According to a report from Fox News, McDonald’s has made a major commitment in an attempt to improve the brand’s appeal, by doing away with frozen burger patties and opting for hamburger patties that are made from 100% fresh, never frozen beef at 14 locations across the Dallas area. The patties are made from the same grade beef as the frozen patties, but employees will now form and cook the patties as customers order, offering a more fresh experience for consumers.
Aside from being a turnaround strategy, this move also comes partly in response to competitors who are touting the use of fresh beef and premium ingredients in their burgers. Fox News reported that the new, fresh patties will be used in McDonald’s quarter-pound burgers, including the Bacon Clubhouse, Homestyle Burger and the Double Quarter Pounder with Cheese. The switch is being run as a test in the Dallas area, and the company’s next move will be determined by the trial’s success. However, switching from frozen to fresh beef at all of McDonald’s locations would be a massive switch for McDonald’s and its suppliers, as the entire system is currently based on frozen patties.
In addition to improving the quality of the chain’s food, McDonald’s is also working to improve the customer’s experience by shortening wait times. According to a report from Business Insider, McDonald’s recently opened a new restaurant that not only has no dining room, but also allows customers to approach the store on foot and order through a window that is specifically for foot traffic. This new restaurant concept recently opened in Jersey City, N.J., and it sports both a drive-through and a walk-up window. This location is perfect for time-pressed commuters, as it has decreased the average wait time from over three minutes to a mere 90 seconds.
