McDonald’s Big Burger Test Gets Positive Response
McDonald’s is taking on the competition with a new menu item—a super-sized burger. And by indications so far, the product is a hit.
The company is testing its Angus Third Pounder at 600 restaurants in southern California. The burgers are made with Angus beef, red onions, lettuce and tomatoes and are served on a sesame seed roll. The three varieties, which sell for $3.99 apiece, include the Angus Deluxe, Angus Mushroom & Swiss and Angus Bacon & Cheese.
“The Angus Third Pounders are a great addition to our menu—providing our guests with even more menu variety, choice and value,” said Chris Woicik, vice president and general manager, McDonald’s USA, Southern California Region, in a statement. “Customer response to these sandwiches in our test restaurants has been overwhelmingly positive.”
In-store signage, TV and radio spots and online materials support the product launch.
The burger test is the latest effort by McDonald’s to keep pace with competitors. Rival Burger King launched its Angus Steak Burger in 2005. Likewise, Carl’s Jr. and Hardee’s, both under CKE Restaurants, turned out the Six Dollar Burger, each made with a half-pound of beef.
The effort is designed to draw a wider audience to its restaurants, said Scott Hume, executive managing editor for Restaurants & Institutions magazine.
McDonald’s “is striving to give people what they want,” Hume said. “For the past two years, that has been healthy food; more about salads and chicken. But there’s also a segment of the population, especially males 18-24 who love outrageously large burgers. I think they have to respond to that, too.”
The new product isn’t designed for the calorie-conscious, health-minded customer. The Angus burger ranges from 720 calories to 860 and up to 41 grams of fat, depending on the selection.
McDonald’s southern California restaurants will test the product indefinitely. Currently, there are no plans to roll out the sandwich nationally. However, experts say if the burger remains popular, a rollout could happen. It just would take some time.
“You don’t make changes in you menu haphazardly just because it can throw off your whole product system,” Hume said. “If you are changing the menu, you start small. What often is the case from the supply point of view is you can’t make a national rollout right away.”
