McChanges
McDonald's has been testing fresh burgers in several restaurants since 2015.
On the back of a successful test which ran for months, the company recently announced that by the middle of 2018, it will serve fresh beef, prepared when ordered by the customer, in all of its Quarter Pounders at the majority of its restaurants. This is a significant change in the company’s menu, driven by changing customer preferences which are shifting towards healthier food... Revenues from higher-end burgers are projected to double to $10 billion by 2021, outpacing the growth in regular burgers.
Is this a good move for McDonald's? Two of their most important competitive advantages are price and speed. Moving to fresh beef (and healthier changes to other ingredients) would affect both of these.
