McDonald’s decision offer of breakfast all day long appears to have been a success.<br />But, now it faces a bigger challenge: producing an upscale burger that can compete with pricier, trendier chains.<br />The Wall Street Journal reported Thursday that a “sensory” panel is helping McDonald’s shift to a juicier approach.<br />The company is testing using fresh instead of frozen beef, different cooking techniques and developing a new technology system to process orders for customized burgers.<br />We have to nail it.<br />How do we deliver the best burger at the speed of McDonald’s and, ultimately, at the value you’d expect from McDonald’s?<br />That’s what we’re working towards.<br />Though it’s always been known for burgers, sales of burgers at McDonald’s have actually been flat for the past few years, and were only growing at one to two percent a year before that, according to the Journal.<br />It isn’t because consumers no longer eat burgers, however.<br />These days, they’re increasingly drawn to more expensive ones with better ingredients.
