McDonald’s announced it will produce hotter buns. The fast food corporation says it will start toasting its burger buns for five seconds longer than it currently does. It will also modify the way it grills and sears its beef burgers so it will become juicier, but the chain didn’t give details.
“It’s these little things that add up to big differences for our customers,” said chief executive Steve Easterbrook said at a press conference Wednesday morning.
Easterbrook, who is in charge of the new strategic turnaround of the largest fast food chain in the world amid decreasing sales, explained McDonald’s is “recommitting to hotter, tastier food” in its menu.
McDonald’s used to toast its buns before, but when the chain expanded rapidly in the 1990s, it seized the practice and switched to heating up burgers in the microwave oven instead, according to the site Buzzfeed. The move resulted in chewier burger which drew complaints from customers and operators.
Easterbrook believes that the new move will improve the quality of products and has announced a plan to change the perspective on “a poor perception of its food quality and customer service” with changes that include improving its menu and speed time inside its restaurants, but also at the drive-thru. The company is now placing greater importance on the role of franchisees in the huge corporation.
McDonald’s has been struggling to keep up the pace with the evolving tastes of customers whom are looking for healthier food products and the option to customize their meal, according to Forbes.
Just this week, Pizza Hut and Taco Bell joined an increasing list of fast food chains which are removing preservatives and additives with all natural products by the end of this year. McDonald’s has forced its chicken suppliers to use less antibiotics, but it has still made no mentions that it would remove artificial ingredients from its menus.
As part of its recently mentioned turnaround plan, McDonald’s has reorganized its business plan into four segments with plans to refurbish 3,500 restaurants.
“We have new structures with regional focus, fewer layers, stronger accountability, and already we are seeing an acceleration in the testing of new concepts and product innovation. Things that would previously have been held back by the system are now being championed by the different regions”, said Easterbrook, who is aiming to get the ship afloat again.
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