McDonald's Pilots Big Arch Burger in Three Markets Amid Menu Enhancements

McDonald's is piloting the Big Arch burger in three international markets as part of its ongoing efforts to improve its menu. The new burger, featuring two beef patties, crispy garnishes, tangy sauce, and melted cheese, aims to offer exceptional value and boost sales.

McDonald's Expands McCrispy Platform and Pilots New Big Arch Burger to Boost Sales and Menu Quality

The chain intends to expand the deployment of its McCrispy platform, which is currently accessible in more than 55 markets worldwide. In addition, it will enhance its core burgers as poultry sales surpass beef.

During McDonald's July 29 earnings call, CEO Chris Kempczinski stated that the company is still executing its Best Burger menu strategy. This strategy has been implemented in over 80% of markets and is on target to reach nearly all of the chain's markets by the end of 2026.

For instance, the chain has meticulously modified the preparation and ingredients of its burgers by transitioning to softer buns as part of the initiative. Kempczinski emphasized that the initiative is a testament to our unwavering commitment to enhancing the quality of cuisine and the customer experience, including enhanced training.

Kempczinsksi also disclosed that the fast-food chain is conducting a pilot program for a "more satiating burger that will offer exceptional value." The Big Arch burger, composed of two beef patties, crispy garnishes, tangy sauce, and melted cheese, is currently being tested in three international markets.

According to Restaurant Dive, McDonald's has been striving to enhance its beef and chicken menu items and fortify its value proposition, which could mitigate a worldwide decline in same-store sales.

Kempczinski characterized the Big Arch burger as "a quintessential McDonald's burger with a twist on our iconic, familiar flavors." The chain intends to evaluate the burger and collect feedback until the year's conclusion, after which it will be introduced to additional markets.

McDonald's Sees Substantial Growth in Poultry Sales, Expands McCrispy Menu to Capture Market Share

Additionally, the poultry category represents "substantial growth potential" for the chain. Chicken's growth rate and category size are approximately twice as large as beef's. Kempczinski proudly stated that chicken sales at McDonald's are now comparable to meat, a testament to successful expansion in this category. This has been facilitated by the introduction of newer menu items such as McCrispy and McSpicy, as well as popular items such as McNuggets and McChicken. The breaded chicken sandwich is currently available in more than 55 markets worldwide.

“There are plans to further expand our McCrispy equity,” Kempczinski said. “We will continue to capture chicken market share.”

During the July 29 call, McDonald's U.S. President Joe Erlinger stated that the Bacon Cajun Ranch McCrispy, introduced in April, and a Grandma McFlurry promotion in the United States contributed to the chain's Q2 sales and "cultural buzz and brand relevance."

Additionally, the $5 Meal Deal assists in the resurgence of low-income consumers. He also mentioned that the chain recently reported its highest year-to-date customer satisfaction score.