>> See that beautiful sear?>> McDonald's is now firing up the grill with fresh beef quarter pounders and other premium burgers across some 3,500 restaurants, mainly in the US south. The fast food giant announced Tuesday that it's on track to bring the made to order fresh beef burgers to most US locations by early May.
McDonald's hopes a menu expansion that will include more premium sandwiches and an overall push for higher food quality will draw in customers and boost sales. Some competitors like Wendy's are serving fresh beef in all their hamburgers in all their restaurants. McDonald's is under pressure to shake things up.
The stock is down 12% so far this year, on sales concerns. Last week, the research team at RBC voiced concern that the chain's new 1, 2, and $3 menu, launched at the start of the year, was stealing attention away from other promotional efforts, like their popular breakfast menu.
The success of McDonald's original value menu prompted rivals like Wendy's Taco Bell, and Burger King to ramp up their own value menu offerings, threatening to engulf the entire industry to a race to the lowest price. One thing to note, fresh beef is more expensive than frozen. So none of the value menu items are included in the fresh beef rollout.