McDonald's Fix To Sagging Sales: Fresh Beef (But Only In Dallas, For Now)

DALLAS, TX -- The idea of fresh beef may not sound revolutionary, but that's what the business press is calling a move by McDonald's to experiment with never-ever-frozen beef patties at some of its restaurants.

The move is an effort to improve sales, which have been sluggish of late in large part to increased competition from rivals Burger and Wendy's, Money magazine reports.

The trial is limited to 14 restaurants in the Dallas area, according to Nation’s Restaurant Newsreported. If the trial succeeds, the burger chain plans further expansion into other restaurants, the publication reported. The test applies to the restaurants' quarter-pounder patties used in their Quarter Pounder with Cheese, Double Quarter Pounder with Cheese, Bacon Clubhouse, and the Homestyle Burger, a regional offering available in the Dallas-Fort Worth area.

McDonald's officials have tweaked their menu in other ways previously in an effort to boost sales, including testing menu items like its breakfast McGriddle sandwich and garlic fries. The company also strives to remain competitive with its McPick 2 for $2 November promotion, a response to competitors' 5 items for $4 promotions.

Switching to fresh patties is a bigger feat than it migh sound. If the company adopts the measure company-wide, it would require "a massive shake-up to McDonald's supply chain," Money reported.

Read the full story at Money magazine >>