If you would like to discuss another topic, look for a relevant article. They point out that freezing their product is a good way of killing pathogens like E. coli, and that using fresh beef increases the risk of possible contamination. Yet there are larger forces at work that have prompted other menu changes at McDonald's, known for decades more for the billions of people that it has served, rather than its culinary choices.
The recipe change comes amid McDonald's ongoing effort to improve its image as costumers continue to move away from eating processed foods.
Hottovy believes the introduction of fresh beef will have a limited positive impact on McDonald's sales and customer perceptions.
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The beef switch-up is part of a broader turnaround plan launched by chief executive Steve Easterbrook in the past few years in an attempt to lure customers back. It's an ongoing endeavor. But Kempczinski said McDonald's is open to making changes to more of its menu items.
McDonald's has announced that it will start using fresh meat in its quarter-pounders as of the middle of next year.
The Quarter Pounder was the first burger line chosen for the switch, because it "is right up there with the Big Mac as we think of iconic products", he said. Franchisees were happy, too, asking to keep the fresh beef even if the company decided not to roll it out nationally. While McDonald's spokeswoman Becca Hary pointed out that prices will ultimately be set by franchise owners, she stated that the company did not expect consumers to feel much burden.
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This move means that the patties will never be frozen as they will arrive fresh to make on that same day.
The company began testing the fresh beef initiative in 325 restaurants across the Dallas/Fort Worth area and 77 restaurants in Tulsa, Okla. The Oak Brook, Illinois-based company also said earlier this month that it would offer more delivery in the U.S., eyeing what it sees as a S$100 billion (S$139 billion) market.
Jasper said there are "some small changes to the beef", the way it is sourced, made and housed in the restaurant.
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In 2013 the firm announced they would target healthier options to children, and a year ago they made the switch to cage-free eggs for its breakfast sandwiches.