McDonald’s has unveiled a new lineup of gourmet burgers available now at locations across the country. The fast food giant is aiming to attract more millennial and Gen Z customers with these new offerings made with premium ingredients.
New Burgers Tap Into Younger Demographics
The new burgers – the Big Mac Bacon Double, Quarter Pounder Bacon Triple, and the Cheddar Bacon Mega – are part of McDonald’s “Best Burger” lineup. They feature thick applewood smoked bacon, melty cheddar cheese, crispy onions, creamy sauce, and fresh veggies on sesame seed buns.
“These new burgers are really elevating our menu to new heights,” said McDonald’s CEO Chris Kempczinski. “We’re taking the classic flavors people know and love from McDonald’s and adding unexpected touches to create something truly gourmet.”
The launch of the Best Burger lineup comes ahead of McDonald’s first quarter earnings report next week. The company is hoping to impress investors by showing it can attract high-spending younger customers, which make up an increasingly larger segment of fast food consumers.
“Millennials and Gen Z grew up on McDonald’s, but they want something new and exciting,” said McDonald’s Chief Marketing Officer Morgan Flatley. “We designed these burgers just for them, while also appealing to our loyal core customers.”
Free Burgers Fuels Excitement
McDonald’s is generating buzz for the new menu items through a nationwide contest helmed by the return of infamous burglar character the Hamburglar. Customers who spot the Hamburglar driving his signature 1970 Plymouth Barracuda – dubbed the “BurgerCuda” – have a chance to win free McDonald’s hamburgers for a year.
The Hamburglar was last seen in McDonaldland ads in 1985. His return and the giveaway promotion aim to make McDonald’s cool again for younger fans on social media.
“Nostalgia marketing is so effective with millennials and Gen Z,” Flatley said. “We’re reminding them of beloved McDonald’s characters from their childhood while offering these exciting new burgers.”
Sightings of the Hamburglar’s BurgerCuda have lit up Twitter and TikTok. McDonald’s is encouraging customers to share photos or videos if they catch the car.
New Competition In Fast Food
The launch of the Best Burger lineup comes as competition heats up among fast food chains. Several rivals have introduced more premium offerings to cater to changing consumer tastes.
Wendy’s recently reformulated burgers to be juicier and introduced fresh, never frozen beef across its entire menu. Burger King launched celebrity collaborations and meatless Impossible Whoppers. Even Taco Bell unveiled new crispy chicken wings as it moves beyond tacos and quesadillas.
McDonald’s gourmet burger rollout aims to reposition it at the forefront of innovation in fast food. Early reviews indicate the strategy is working.
“The Big Mac Bacon Double might be better than the original Big Mac,” wrote one reviewer on social media. “All that smoky bacon and melty cheese takes it to another level.”
Another customer called the Quarter Pounder Bacon Triple “the best thing I’ve eaten at McDonald’s.”
Financial Outlook Positive
The enthusiastic customer response has Wall Street analysts bullish on McDonald’s ahead of next week’s earnings report. Most predict strong sales growth and profits thanks to menu innovation and promotions like the Hamburglar contest.
“McDonald’s has its mojo back,” Morgan Stanley analyst John Glass wrote in a research note. “The investments in digital and delivery during the pandemic established a foundation for growth. Now menu creativity positions them to win market share in 2024.”
If earnings meet expectations, McDonald’s stock price could approach all time highs. The company might share plans to build on early success of the Best Burger launch by expanding into more gourmet offerings.
“This is just the beginning of a whole new era for McDonald’s,” CEO Kempczinski hinted. “We’re raising expectations for what fast food can be.”
What’s Next For McDonald’s?
McDonald’s rollout of premium burgers kicks off what analysts expect will be a huge year of innovation for the company after two years of focusing on digital upgrades during COVID-19 shutdowns.
With the early buzz around menu additions, many predict sizable new investments in food innovation. That could mean even more gourmet takes on classic McDonald’s items like Chicken McNuggets and Egg McMuffins.
There is also anticipation McDonald’s will tap into skyrocketing demand for plant-based meat alternatives. Rumors already swirl of a possible McPlant 2.0 lineup after lackluster sales for last year’s McPlant burger.
| Quarter | Year | Revenue | Annual Revenue Growth |
|---|---|---|---|
| Q1 | 2023 | $5.67 billion | -7.5% |
| Q4 | 2022 | $5.93 billion | +6.2% |
| Q3 | 2022 | $5.87 billion | +3.3% |
| Q2 | 2022 | $5.72 billion | +1.8% |
“McDonald’s defined fast food for generations,” said Edward Jones analyst Brian Yarbrough. “But every company has to reinvent itself to stay on top. In 2024, we expect McDonald’s will continue surpassing expectations of what’s possible.”
For now, customers can enjoy the new Big Mac Bacon Double, Quarter Pounder Bacon Triple, and other gourmet burgers nationwide. And keep eyes peeled for the Hamburglar’s black and white BurgerCuda for a chance at free McDonald’s all year long.
To err is human, but AI does it too. Whilst factual data is used in the production of these articles, the content is written entirely by AI. Double check any facts you intend to rely on with another source.
