This Chain is Testing Small and Large Versions of Its Signature Burger
Katherine Pendrill — April 20, 2016 — Lifestyle
References: grubgrade & brandeating
McDonald's is currently experimenting with smaller and larger versions of its signature burger in an effort to cater to consumers with varying appetites. While the chain has never shied away from supersized menu items, now it is covering the other end of the spectrum with smaller options as well.
The new burger menu is currently being tested at McDonald's locations in Central Ohio and in the Dallas/Fort Worth area. Aside from their size, both burgers are essentially the same as the chain's signature burger: the Big Mac. The larger of the two burgers has been dubbed the Grand Mac and it features a wider bun, an extra slice of cheese and 60 percent more meat than a classic Big Mac. On the other hand, the smaller of the new burgers is called the Mac Jr. and it is missing the signature middle bun and second patty traditionally found on a Big Mac.
The new menu demonstrates that fast food restaurants are now open to playing with portion sizes in order to accommodate different types of consumers.
The new burger menu is currently being tested at McDonald's locations in Central Ohio and in the Dallas/Fort Worth area. Aside from their size, both burgers are essentially the same as the chain's signature burger: the Big Mac. The larger of the two burgers has been dubbed the Grand Mac and it features a wider bun, an extra slice of cheese and 60 percent more meat than a classic Big Mac. On the other hand, the smaller of the new burgers is called the Mac Jr. and it is missing the signature middle bun and second patty traditionally found on a Big Mac.
The new menu demonstrates that fast food restaurants are now open to playing with portion sizes in order to accommodate different types of consumers.
Trend Themes
1. Variable Portion Sizes - Fast food chains are experimenting with different portion sizes to cater to consumer preferences and appetites.
2. Menu Customization - Restaurants are offering variations of their signature items to allow consumers to personalize their meals and create a unique dining experience.
3. Catering to Diverse Needs - Fast food chains are expanding their menu options to meet the needs of consumers with different dietary restrictions, appetites, and preferences.
Industry Implications
1. Fast Food - The fast food industry is adapting to consumer demands by offering more flexible portion sizes and customizable menu options.
2. Food and Beverage - The food and beverage industry as a whole is recognizing the importance of catering to diverse consumer needs and preferences.
3. Restaurant - Restaurants are exploring innovative ways to appeal to a wider customer base through menu innovations and customization options.
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