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McDonald's announces the biggest burger ever

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McDonald's wants you to be satisfied.

It seems that McDonald's is taking the saying “all or nothing” to heart.

On Wednesday, McDonald's confirmed that its teams around the world are working to launch a “bigger,” “more filling burger,” according to the brand's CFO Ian Borden. And it's coming sooner than you think, as Borden added, “We'll be testing this burger in a few markets later this year and making sure it has universal appeal before we launch it globally,” Fox Business reported.



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That's pretty much the end of the details on the new, improved burger. But this announcement has been a long time coming. In December, McDonald's executives said in a conference call with investors that they plan to introduce the larger burgers in select global markets, including the U.S., to win back customers looking for a good deal.

Related: How to Make McDonald's Big Mac Sauce at Home, According to a Former McDonald's Chef

“In some markets, our relative superiority in affordability has diminished,” McDonald's CEO Chris Kempczinski said, according to Restaurant Business Online. “It's a street fight,” Borden added. “Everyone is fighting for fewer consumers. We need to make sure we have that street fighting ability.”

Now the larger burger is being tested in select markets to observe and gauge customer reaction to find the right size and price for Goldilocks. Once that's complete, the brand new burger will be rolled out to more markets. This is similar to how the brand finally hit the mark with its McCrispy Chicken sandwich, CNN said, where it kept testing different versions until it found the one that everyone liked. And now Jo Sempels, who is in charge of the markets where McDonald's has licensed its brand, told CNN that the chicken category generates about $25 billion in annual sales – as much as beef.

This news comes just a year after McDonald's revamped its signature burgers, including the Big Mac, to create what it calls “the best burgers ever.” Those changes, Food & Wine previously reported, include “softer, pillowy buns that are freshly toasted to a golden brown,” as well as “perfectly melted cheese that makes you want to savor every last bit of the wrapper, juicier, caramelized flavor from the addition of white onions to the patties while they're still on the grill,” and “even more of everyone's favorite Big Mac sauce that adds more tart sweetness to every Big Mac bite.”

“I will always remember my first McDonald's burger. And now my culinary team and I have the best job in the world: figuring out how we can bring even more of that legendary McDonald's taste to fans,” said Chef Chad Schafer, senior director of culinary innovation for McDonald's USA, at the time. “We've found that small changes, like tweaking our process to get hotter, more melty cheese and adjusting our grill settings for better browning, add up to make a big difference and make our burgers more flavorful than ever.” Hopefully, all of those small tweaks will be found on the even bigger burger, too.

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Read the original article on Food & Wine.