McDonald's says it wants hotter buns.
The fast food chain says it will be toasting its burger buns 5 seconds longer. It will also change the way it sears and grills its beef burgers so it’s juicier, although it didn't give details.
"It's these little things that add up to big differences for our customers," said chief executive Steve Easterbrook said at a conference Wednesday morning.
Easterbrook, who is leading a new strategic turnaround of the company amid flagging sales, says McDonald’s is “recommitting to hotter, tastier food” across the menu.
McDonald’s had been toasting its buns before, but as the chain grew rapidly in the 1990s, it stopped the practice and moved to heating up burgers in the microwave instead, according to Buzzfeed. The result was a chewier burger that drew complaints from operators and customers.
But will toastier buns help get McDonald’s mojo back?
Easterbrook thinks so and has unveiled a plan to turn around “a poor perception of its food quality and customer service” with moves that include scaling back its menu, improving speed time inside its restaurants and at the drive-thru and placing greater emphasis on the role of franchisees in the corporation.
But as Fortune notes, McDonald’s has been slow to keep up with the evolving tastes of customers looking for healthier food options and the ability to customize their meal.
Just this week, Taco Bell and Pizza Hut joined a growing list of fast food chains that are replacing additives and preservatives with all natural fare by the end of this year. While McDonald's has pushed its chicken suppliers to use less antibiotics, it has made no announcement that it would cut out artificial ingredients from its menus.