AUSTRALIA- McDonald’s Australia has announced the expansion of its Quarter Pounder range with two new versions of the infamous burger in a move meant to woo customers amid a challenging market environment.
The fast food giant’s updated menu, which will be launched on August 7, will feature the debut of the Quarter Pounder BBQ Bacon and Crispy Onions as well as the returning Quarter Pounder Deluxe burgers.
The Quarter Pounder BBQ Bacon and Crispy Onions is the first burger in the Australian market to combine Australian beef, a rasher of bacon, cheese, pickles, and onions. According to the company, this menu offering is meant to reflect Australian cuisine.
The company has also revealed intentions to continue with its Mozzarella Sticks seasonal offering into the winter season.
The updated menu and winter seasonal offerings will be available in all kiosks, drive-thru, and front counter outlets and online via MyMacca’s App and McDelivery.
Liz Whitbread, McDonald’s Australia’s Senior Brand Manager, said, “Our winter menu is all about adding a seasonal touch to Macca’s classic flavors.”
“With fresh twists on one of our most loved burgers, featuring exciting new combinations and quality ingredients, we’re warming up Macca’s winter menu and satisfying those cravings this season.”
The Quarter Pounder range expansion is a continuation of McDonald’s Australia’s product diversification strategy, meant to woo customers amid a challenging QSR market.
The news of the product expansion comes barely three weeks after the fast food giant announced the return of its boot-shaped Chicken McNuggets ‘Nuggies’ range for a limited period. The return features a promotional campaign, with the fast food company offering customers 2,000 free pairs of Nuggies.
Analysts suggest the product diversification strategy incorporated by McDonald’s Australia is a response to challenges brought by high inflation, which caused an increase in the cost of ingredients and raw materials. This caused a corresponding increase in products, discouraging cash-strapped consumers from eating out.
Last week, McDonald’s announced a 12% decrease in net income owing to this current market dynamic.
The product expansion strategy is meant to woo this dwindling customer base by reflecting local cuisine and bringing back fan-favorite products.
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