In conjunction with our 2013 Burger Report, editor-in-chief Andy Hanacek discussed some of the recent moves by McDonald’s on its burger offerings with Raul Reyes, director of marketing, McDonald’s USA. What follows is their conversation:
Andy Hanacek, editor-in-chief: Let’s discuss the burger as consumers see it today. There have been a swarm of “higher-end” burger offerings, from the experience to the toppings, down to the specific cut of meat ground for the burgers. What have you seen as far as consumer preference goes? Are consumers reaching deeper into their pockets for that higher-end burger, or are the “standards” still winning the battle at the foodservice counter? Is there a need for a company like McDonald’s to refine its menu further to respond to this angle?