Something completely different at McDonald's: fresh beef

Something completely different at McDonald's Fresh beef

While the announcement drew wide attention, McDonald's shares were little changed Thursday, up less than 1 percent to close at $129.32.

Now, the concept will spread to what McDonald's calls a "majority" of its restaurants. "And we are committed to transforming more aspects of our business, including offering a more modern and enjoyable dining experience, adding new levels of convenience and technology, and making more positive changes to the food we serve".

This week McDonald's announced that it would start making Quarter Pounders with fresh beef in select restaurants.

"This is a first step", said McDonald's United States of America president Chris Kempczinski.

"It took us two years to solve the process", he said. And to your credit, you didn't even use a hate symbol to get your point across this time.

Another tweeted: "McDonalds claiming in mid-2018 their Quarter Pounders will be cooked with "fresh beef" WTF WAS IT BEFORE THEN???"

Another timing issue: the toasters that cook the hamburger buns are actually faster than the cook time for a fresh beef patty, layering on another calculation headache.

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To be sure, numerous restaurant chains - notably key McDonald's competitor The Wendy's Co. - have long used fresh beef.

There's another potential benefit for the chain: It could help boost sales of the company's Signature Crafted burger line expected to come out later this year.

In the fast food wars, there are going to be clear winners and losers in terms of beef freshness. Patties in its cheeseburger and other kinds of burger will stay frozen.

Analyst Russo says the change to fresh beef is in keeping with other improvements from McDonald's, like pledging to have eggs from chickens that aren't confined to cages by 2025 and eliminating artificial preservatives from Chicken McNuggets.

McDonald's Dallas-Fort Worth franchisee Joe Jasper said the tests "received overwhelmingly positive feedback from customers and employees".

Customers are also asking what McDonald's means by "most" of its United States restaurants.

"I don't think it will move the needle like all-day breakfast did", said Hottovy, who noted that the switch also will require restaurants to train workers how to safely handle fresh meat.


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