McDonald’s is making another attempt to offer a premium hamburger with the introduction of the Big Arch burger. This effort is part of a long history of trying to capture the upscale burger market, which has often met with limited success.
One of McDonald’s most notable failures was the Arch Deluxe, marketed as “the burger with the grown-up taste.” Despite a campaign featuring young rappers expressing disgust, the Arch Deluxe was simply a larger burger with standard toppings like bacon, lettuce, tomato, cheese, onions, ketchup, and a secret sauce. It was eventually discontinued, joining other failed premium offerings like the McDLT and Angus Burger.
While some customers may view the Big Mac as a premium option, many are hesitant to pay more for something that is perceived as just a slight upgrade. Nevertheless, McDonald’s management remains optimistic about solving the premium burger challenge.
Focus on Improving Core Menu
In recent months, McDonald’s has concentrated on enhancing its core burger offerings. CEO Chris Kempczinski discussed these improvements during the company’s second-quarter earnings call. He emphasized the importance of executing their core menu well.
“Leaning into the power of our core menu leads to outstanding execution in our kitchens,” Kempczinski stated. “Our deployment of Best Burger is a great example of this.”
The Best Burger initiative, now active in over 80% of markets, includes several enhancements:
- Softer, toasted buns
- Perfectly melted cheese
- Juicier patties with grilled white onions
- Extra Big Mac sauce for added flavor
A New Approach to Premium Burgers
Kempczinski has not labeled the new burger as a premium offering. Instead, he describes it as a value play.
“As we announced late last year, we continue to innovate across our core menu to address unmet customer needs with a more satisfying burger that provides great value for money,” he explained. The new burger is currently being tested in three international markets and features two beef patties, melting cheese, crispy toppings, and a tangy McDonald’s sauce.
The emphasis on value is a key message for McDonald’s and the fast-food industry as a whole. While “satiating” may not be the most marketable term, a more filling burger could help McDonald’s overcome its history of premium burger failures.
“This is a quintessential McDonald’s burger with a twist on our iconic flavors, named The Big Arch,” Kempczinski added.
The company plans to gather feedback on the burger through the end of the year before considering a broader international rollout.