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McDonald's Beef-burger sandwiches will now have a "juicier caramelized flavor" from white onions, a layer of "perfectly melted cheese," and "softer, pillowy buns" that are "freshly toasted," to boost sales.
Big Macs will also come with a more tangy sauce.
Chad Schafer, senior director of culinary innovation at McDonald's USA said that they found that tweaking their process to get hotter, meltier cheese and adjusting their grill settings for a better sear created a big difference in making their burgers more flavorful.
McDonald's is doubling down on its Accelerating the Arches plan, a strategy to grow its profits through more aggressive marketing and improving the quality of classic menu items.
The plan involves shifting the company's marketing into high gear through celebrity partnerships, such as the brand's Valentine's Day partnership with Cardi B and Offset and voiceovers by "Succession" star Brian Cox.
That strategy has so far paid off, with the hamburger giant making $1.9 billion in net income in the fourth quarter of 2022, an increase from the year-ago quarter. Same-store sales rose 10.3% during the same period.
