'We cracked that code': McDonald's is making a massive change to its burgers - and Burger King and Wendy's should be terrified

Kate Taylor

McDonald's Quarter Pounder is now made with fresh beef.

• McDonald's is rolling out burgers made with fresh - not frozen - beef across the US, the company announced Tuesday.
• All Quarter Pounder burgers at the chain's 14,000 US locations will be made with fresh beef starting in May.
• The changes result in a "hotter, juicier" burger that helps McDonald's to win over customers looking for more upscale options and better food quality.

McDonald's is making a massive change to its burgers.

On Tuesday, the fast-food giant announced it would begin serving quarter-pound burgers made with fresh - not frozen - beef across the US by early May. The beef is cooked fresh when customers order, which is a new process for the burger chain.

Roughly 3,500 locations in the US are already serving Quarter Pounders made with fresh beef - long the signature item of fast-food rival Wendy's.

"It started four years ago with us asking, 'How do we really make a step change in the quality of our burger at McDonald's?'" McDonald's U.S. president, Chris Kempczinski, said in a meeting with the media on Tuesday.

The answer: Listen to customers' demands and start using fresh beef in its Quarter Pounder, an item that lacks the Big Mac's compact flavor punch and status as a fast-food icon.

Kate Taylor

McDonald's Quarter Pounder meal.

The changes will impact McDonald's Quarter Pounder, Double Quarter Pounder, and Signature Crafted burgers, including the new Garlic White Cheddar burger set to launch next month.

McDonald's is advertising the changes as resulting in a "hotter, juicier" burger. According to the company, 90% of customers in tests in Dallas and Tulsa said that they planned to buy the burger again after trying it.

"We're selling a lot more Quarter Pounders, which is obviously the ultimate test," Kempczinski said.

Radically changing the McDonald's burger took years of behind-the-scenes efforts, including addressing issues with the supply chain, food safety, and employee training. And, the chain can't afford to lose a second on speed.

McDonald's says it has managed to do just that.

Kate Taylor

McDonald's says the changes result in a "hotter, juicier" burger.

"Most of the boutique burger places? You're going to have to wait," Joe Jasper, a McDonald's franchisee who ran the early tests of the burger, said.

"What we wanted to make sure [was that we could] keep the drive-thrus open," Jasper continued. "And we've been able to crack that code."

A taste test backed the fast-food chain's "hotter, juicier" claims. The revamped burger maintains the classic McDonald's flavor while infusing the patty with slightly more depth - a necessary change for a chain where the beef, at times, relies on sauces to disguise a certain cardboard blandness.

McDonald's has been working to "modernize" its reputation, updating its menu with changes such as antibiotics-free chicken and gourmet espresso drinks. While value is still crucial to the company, executives say more upscale options allow McDonald's to attract a different group of customers who are willing to pay more for higher-quality fast food.

"At the end of the day, McDonald's is a burger company," Kempczinski said. "And for us, there's no more important place to really focus on improving the quality of our food than starting with the burger."

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