McDonald's tried to turn to fresh beef to keep core customers!
Issue Time:2017-03-31

McDonald’s Corp. will switch to fresh beef from frozen in its Quarter Pounder burgers at the majority of its restaurants nationwide by mid-2018 in one of the biggest moves the company has made to turn around its struggling U.S. business.

The chain is facing stiffer competition from traditional fast food rivals such as Wendy’s Co., which has been touting its use of fresh beef patties in ads for many months. McDonald’s MCD,+0.37% has been using frozen beef since the 1970s.

The burger giant is also trying to regain customers who have been flocking to fast casual restaurants like Smashburger Master LLC and Habit Restaurants Inc.HABT,+1.32%, which serve bigger burgers made with fresh beef and gourmet topping.

McDonald’s recently said it would try to retain its core customers by improving the quality and affordability of its food.