Will Fresh Beef Help or Hurt McDonald’s?

June 20, 2017

Cooked-to-order burgers mean longer waits at the drive-thru

Are drive-thru customers willing to wait a little longer for food that tastes better? As Reuters reports, that’s the question currently plaguing McDonald’s, which has slowly been rolling out fresh — rather than frozen — beef, with the aim of serving cooked-to-order Quarter Pounders in every U.S. store by mid-2018.

The chain first unveiled its fresh beef patties in early 2016, initially testing them in just a handful of stores. Turning to fresh beef in a quest to serve better-tasting food represents just one small part of McDonald’s multi-pronged turnaround plan