McDonald’s recent initiative to revamp its iconic hamburger is part of a broader trend of menu enhancements spurred by customer feedback. The fast-food chain has also pledged to sustainably source all McCafe coffee by 2020, transition to using only cage-free eggs by 2025, and procure a portion of its beef from sustainable farming practices. In January, in a further effort to enhance its environmental sustainability, McDonald’s announced plans to implement recycling in all of its locations and shift to eco-friendly packaging. With these initiatives, McDonald’s aligns itself with a growing number of significant food and restaurant distributors making adjustments in response to environmental health and consumer demands. For instance, Coca-Cola revealed in January its goal to collect and recycle 100% of its packaging by 2030, while PepsiCo, as early as 2016, committed to making all of its packaging recoverable or recyclable by 2025.
Consumer apprehensions regarding synthetic food additives and a rising preference for natural, clean-label ingredients are driving the broader food industry to eliminate everything from artificial additives to trans fats. A report by the Consumer Goods Forum indicated that food companies modified the ingredients in 180,000 products in 2016 to make them seem “healthier.” However, reformulating food products and menu items without compromising their original taste, appearance, texture, and price point is a challenging task. For example, when General Mills removed artificial colors from its Trix cereal, consumers criticized the new muted colors as “depressing” and reported that the cereal tasted different. The backlash was significant enough that the company ultimately reverted to the original recipe.
The success of McDonald’s revamped hamburger in meeting customer expectations remains uncertain. There is also a possibility that this change might introduce new food safety challenges, as fewer preservatives can lead to a shorter shelf life, necessitating employee training on these new risks. McDonald’s may need to adjust its inventory management to allow for smaller, more frequent deliveries to accommodate faster expiration dates. To tackle these challenges, food and beverage companies are racing to find natural alternatives for food preservation. For instance, Kemin Industries has developed a natural preservative blend that includes rosemary, spearmint, and green tea extracts to replace synthetic preservatives and enhance shelf life in sauces.
Until advancements in food science are made, McDonald’s must exercise caution in distributing its raw beef to restaurants, especially in light of the recent salmonella and other foodborne illness scandals affecting the industry. Meanwhile, products that incorporate beneficial ingredients, such as calcium citrate, are gaining popularity as consumers seek healthier options. For more insights into the restaurant industry, consider subscribing to Restaurant Dive — our newest sister publication launching in mid-October. Sign up→