McDonald’s ‘tweaking kitchen procedures’ to front fresh burger push

FRANKFURT AM MAIN, GERMANY - MARCH 30:  A female employee works in the kitchen at the new McDonald's Flagship Restaurant at Frankfurt International Airport, Terminal 2, on March 30, 2015 in Frankfurt am Main, Germany.  (Photo by Hannelore Foerster/Getty Images)

McDonald’s is changing kitchen procedures to cook and assemble its flagship Quarter Pounders when they are ordered – rather than in advance – according to reports in the US.

The fast food chain is said to be switching exclusively to fresh beef for its Quarter Pounders and will tweak its kitchen practices to deliver the world-famous burger as the order is placed.

The efforts to deliver a fresher version of one of its landmark products are being widely hailed as one of the more ambitious moves the chain has made in its rejuvenation efforts, said trade journal Restaurant Business.

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The changes in sourcing and procedures won’t be fully in place until the middle of next year and even then it won’t be employed in all US stores, it noted.

It has not been revealed if and when the changeover would be extended to other markets.

“Over the last two years, we have accelerated the pace of change around how we source and serve our food,” McDonald’s US president Chris Kempczinski told the publication. “Delivering fresh beef that’s prepared when our customers order their food is just another example of how we are raising the bar. We’re just getting started, and can’t wait to show you what’s next.”

The report said the decision to drop frozen Quarter Pounder patties for fresh meat came after a test that was expanded to about 400 restaurants, a “small-scale” trial by McDonald’s usual standards.

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