No longer will McDonald's (MCD) burgers taste like they just came from the freezer box, or so the waist-line busting fast-food chain hopes.
McDonald's said Thursday that it will replace frozen beef patties for fresh ones in its Quarter Pounder burgers by the middle of 2018 at most of its U.S. locations.
Just two weeks ago the Golden Arches expanded its test of fresh beef to 328 restaurants in North Texas. It marked the largest expansion of McDonald's fresh beef pilot yet.
"We view this latest expansion of never-frozen beef for quarter-pound beef patties as another signal as to the direction McDonald's U.S. is likely to head-more test markets/restaurants are likely to introduce never-frozen beef in coming months," Nomura analyst Mark Kalinowski wrote recently.
.@McDonalds So you'll still use frozen beef in MOST of your burgers in ALL of your restaurants? Asking for a friend.— Wendy's (@Wendys) March 30, 2017
Mickey D's moving away from frozen beef is not without its health risks, which is something Kalinowski pointed out in a survey of franchisees last July.
"An uncaring employee doing something that puts the entire system at risk," was a concern of one franchisee. "We are the lightning rod. Chipotle will be a walk in the park if we have an incident."