Seven years of reflection. That’s how long it took McDonald’s to “dare” to touch the recipe for its famous Big Mac. Years of research, development and hesitation led the Chicago firm to decide to modify the composition and preparation of its most popular hamburger.
After testing in Australia, the chain is gradually implementing the new recipe in the United States, according to reports Wall Street Journal.
But this change is not motivated only by McDonald’s desire to improve the quality of the Big Mac. The fast food giant faces increasing competition from chains such as Five Guys, Wendy’s, Shake Shack or, more recently , because of the “smashed burger” trend.
About fifty modifications
The changes made by McDonald’s affect all the ingredients of the Big Mac. Starting with the bread. From now on, they’ll be buttery buns with sesame seeds sprinkled more randomly, for a more authentic, more “homemade” look. The bottom bun will also be thicker to better retain heat inside the burger.
The two beef patties will then be cooked in batches of six and not eight. “The company has calibrated to the millimeter the space between the metal casing that presses the burgers on the grill, to avoid pressing too much and causing all the juice to come out,” details the Wall Street Journal.
We will take the cheese out of the refrigerator first so that it melts more easily and is softer. In the case of onions, McDonald’s worked with partners to develop a variety capable of being dehydrated very soon after harvest. They will now also be sprinkled in small pieces on the fillets during cooking. Salad will be stored in smaller containers, forcing restaurant teams to leave them in the refrigerator longer.
Finally, the portions of the legendary Big Mac sauce will be more generous. They will go from 9 to 14 grams per burger. In total, about fifty modifications, visible or invisible, were applied to this new recipe that required years of work. McDonald’s states that this will not be accompanied by price increases for the Big Mac, but emphasizes that each franchisee sets its own prices.
Increasingly tough competition
So why change a recipe that made the fast food chain famous? Simply because there are more and more actors acting in their fields. And increasingly inventive. Five Guys, for example, is committed to the “exclusive” side of its burgers.
McDonald’s is far from in danger right now and remains the king of fast food restaurants in the United States. Its same-store sales rose 10.3% in 2022, compared to 3.9% for Wendy’s and 2.2% for Burger King. But the economy threatens to slow down. Therefore, it must be anticipated.
Especially since the McDonald’s brand no longer has the same flashiness as it did in the past. According to a Technomic study cited by the Wall Street Journal, McDonald’s ranks only 13th among American chains in terms of the appeal of its burgers. Just over a quarter of respondents find them attractive, compared to 52% for Burger King.
In this way, the Chicago brand has revived less industrial practices that had long been abandoned for reasons of efficiency and performance. And he promises his “best burgers ever.” Enough to maintain its supremacy in an American market that weighs around 136 billion dollars.
Source: BFM TV
