If Customers Want Fresh Beef, McDonald’s Will Serve It

Beginning in May, McDonald’s will make its quarter-pound hamburgers from fresh beef in a move to satisfy customers who have gotten picky about eating processed food. The move will make logistics more complicated for the company and its 14,000 restaurants who have positioned themselves as the place to go for reliable, fast, cheap and delicious food. The company is convinced its basic business is selling burgers, and if consumers want the better quality – and pricier – offerings at fast-casual chains, McDonald’s will offer that. So, franchisees are installing new refrigerators and containers to store the fresh meat. It’s worth the effort, the company feels, to serve burgers that compete well with fast-casual offerings “without sacrificing the consistency and speed McDonald’s customers expect.” [Image Credit: © McDonald's]