McDonald's Tests New Bigger Burger Called 'Big Arch'

In a significant shift for the fast-food giant, McDonald’s is responding to a decline in global sales for the first time in nearly four years, attributed to inflation and rising prices. CEO Chris Kempczinski announced during a recent investor call that the company is undergoing a “comprehensive rethink” of its strategy, which includes the introduction of larger menu items, notably the new “Big Arch” burger. The Big Arch features two patties, melted cheese, crispy toppings, and a unique sauce, alongside three slices of processed cheese, crispy onions, pickles, and lettuce. Marketed as “Um verdadeiro Épico Mac” in Portugal, the burger aims to blend familiar McDonald’s flavors with a fresh twist. Kempczinski emphasized that this burger represents a quintessential McDonald’s experience, designed to appeal to both loyal customers and new diners. Currently, McDonald’s is testing the Big Arch in three international markets, including Canada and Portugal, with plans to evaluate its performance before considering a broader rollout, particularly in the U.S. This approach marks a departure from the company’s previous strategy of experimenting with various larger burgers across multiple markets. CFO Ian Borden highlighted the shift in strategy, indicating a desire to build a global brand equity around a single product rather than diversifying efforts across numerous markets. This focused approach aims to enhance McDonald’s core menu and adapt to changing consumer preferences in a challenging economic landscape.