For the first time ever, McDonald’s will offer organic beef hamburgers. Two different burgers, both made with 100 percent organic beef, will be offered throughout Germany beginning October 1, 2015 and continuing through November 18, 2015. One reason cited for introducing the organic hamburgers in Germany first is that the country presently represents the largest market for organic food in Europe. Further, Germany is also one of the largest markets for organic food in the world, second only to the U.S.
News of the fast food chain’s healthier burger option follows an announcement earlier this year of the impending closure of several hundred McDonald’s restaurants across the U.S., and in both China and Japan. The mass restaurant closings are attributed to declining profits and revenues. During the first three months of 2015, McDonald’s reported a revenue decrease of 11 percent and a 30 percent decline in profits.
When McDonald’s rolls out its new organic burgers in Germany next month, customers will have two sandwiches from which to choose. The meat for both hamburgers will consist of a 100 percent organic beef patty, while the buns and toppings will differ for each burger. The first burger will include Edam cheese, pickles, lettuce, tomatoes, and red onions on a dark bun. The second burger will feature Maasdam cheese, tomato, arugula, red onion, and a spicy sauce on a sunflower seed bun. Customers will have the opportunity to vote for their preferred sandwich online.
This latest transition to cater to the more health conscious sector of consumers with the introduction of organic burgers reflects McDonald’s efforts to improve declining sales worldwide. Other changes are being made, as well. Beginning October 6, 2015, McDonald’s will offer an all-day breakfast menu at its U.S. restaurant locations. This is something the company had not been able to implement successfully in the past, despite consumers demand for it.
Additional strategies for boosting sales include adding premium Sirloin beef burgers to the McDonald’s menu, as well as providing a food delivery service. These latest changes represent a plan to bring back former customers that might have left McDonald’s in favor of other popular restaurant chains such as Five Guys and Chipotle. The success or failure of the new organic burger launch at McDonald’s Germany locations in October should be a helpful indicator of whether or not the company is on the right track.