McDonald's launches sirloin burgers in the US

McDonald’s, the global burger chain, has announced to introduce sirloin burgers in the US for a limited time, Reported WSJ. This initiative is taken by new Chief Executive Steve Easterbrook to revive sales at McDonald’s which is struggling for more than a year now for its growth.

According to the release issued by the brand, the promotion will officially run from May 12 until the end of June, but some markets will start serving the burgers sooner.

However, the Franchisees restaurants can also continue to carry the new burger in their menu beyond the promotion if they wish.  And can make the burger permanent item if they catch on with customers, said a spokeswoman at McDonald’s. The sirloin burgers—one with bacon, another with mushrooms, and a third with classic lettuce-and-tomato toppings—are served on a wooden surface similar to a cutting board, signifying freshness—an attribute McDonald’s image has been lacking lately.

Last year, McDonald’s revenue fell 2.4 per cent to $27.44 billion as net income dropped 15 per cent to $4.76 billion.

The new sirloin burgers will be priced around $5.

McDonald’s also said the sirloin burgers will require restaurants to add five ingredients—a premium bun previously used on Angus burgers, the new sirloin patty, red onion, creamy peppercorn sauce and mushrooms. However, the company has publicly been on a mission to simplify its kitchen.

Over the years, the burger chain grew to more than 120 menu options as of last fall, which contributed to longer wait times for customers. In response, McDonald’s recently trimmed some versions of the quarter-pounder burger and several other items.