Did McDonald’s think their hamburgers were less than perfect? Guess so. The chain has announced that its “best burger initiative” that boasts more than 50 improvements is ready for nationwide sampling.
Fifty’s a lot, but the core improvements are more Big Mac sauce, newer/softer buns, and a tweak in the cooking process aimed to produce meltier cheese and a more consistent sear.
“McDonald’s built a legacy on serving delicious burgers, but anytime we have an opportunity to make the best even better, we take it,” said McDonald's Chief Marketing and Customer Experience Officer Tariq Hassan.
“It's no surprise these changes caught the attention of our biggest burger fan – the Hamburglar. We’re excited for fans to join in on the fun as they look for him on his burger-stealing spree. You never know where he’ll pop up next.”
This is a big move for a company such as McDonald’s. And big companies like that don’t often veer from the tried-and-true.
The last time McDonald’s made changes to its burgers was six years ago, when it decided to make every Quarter Pounder with Cheese out of fresh beef and cooked to order. Also in 2018, the company yanked all artificial flavors, colors, and preservatives from every burger on its menu.
Enter the Hamburglar to give away swag and food
The Hamburglar is leading the call to consumers who want to taste the new burgers, sending out these text messages:
“The person who runs the McDonald’s account” sent a text noting that the Hamburglar was on the loose, leaving with McDonald’s “best burgers ever in this vehicle.” Users were prompted to reply with their city so they could win a prize pack or free burgers for a year if the Hamburglar was nearby.
Not exactly the clearest advertising message ever created, but Alicia Kelso at NRN decided to investigate the situation and how it breaks down to the consumer level.
“We now know that license plate is part of a 1970 Plymouth Barracuda, called “Burgercuda,” which is making its way “coast-to-coast” for a burger-stealing heist.
McDonald’s fans who spot the car and scan the vehicle’s code can earn an Arch Card and Hamburglar-themed swag,” Kelso said, adding that fans who miss the Burgercuda can also enter to win free burgers for a year at SpotHamburglar.com.
Photo Credit: Consumer Affairs News Department Images
Posted: 2024-02-01 14:21:21
