McDonald's Rolls Out Angus Burgers
CHICAGO - McDonald’s today has rolled out nationwide a new high-end burger line, one-third pound burger patties of Angus beef. The Deluxe, Bacon & Cheese and Mushroom and Swiss are the first new burger launches from the chain since the Big N’ Tasty was added in 2001.
The burgers include slices of red onion, sautéed mushrooms, full bacon strips, and Swiss cheese.
McDonald’s tested the concept for two years. It is part of its "barbell" marketing strategy during the recession. It is called a barbell because the strategy is to offer attractive value offerings at breakfast, lunch and dinner, one end of the barbell, as well as expand into new premium price point products, the other end.
Darren Tristano, executive vice president for Technomic, observes, “The opportunity for 'better burgers' is heating up.” He continues, “Add in McDonald's, Burger King and Wendy's gourmet burger offerings, Burger Shots and the Big Mac Snack Wrap and we see increasing innovation.”
“With greater variety, consumers will have their mouths full!” adds Tristano.
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