McDonald’s has put steak on the menu in Australia, adding two new McWraps (Steak & Garlic Aïoli and Steak & BBQ), a Steak Salad with Thai-Style Dressing and a Steak & Egg Brekkie Wrap for mornings. For budget buyers there is a $3 Mini Steak Taster wrap that’s less than half the AUS$7.95 (US$6.96) price for the full-size wraps.
A lunchbox-like pop-up restaurant is dispensing free $3 Taster wraps to build awareness and trial.
Unlike the steak products on its U.S. menu, which are chopped steak (as on the Steak & Egg Bagel), the Aussie menu features marinated and slow-cooked pieces of rump steak (which we call sirloin).
McDonald’s is promoting the launch not only with broadcast and online marketing but also with a pop-up restaurant designed to look like a huge lunchbox. Free $3 Tasters are being handed out to announce the new menu. It is in Melbourne now but will pop up in Gold Coast, Sydney, Adelaide and Perth.
Australia remains one of McDonald’s four troubled markets (along with the U.S., Germany and Japan). President-CEO Don Thompson this week said Australia’s September performance was its best monthly comp sales since August 2012. The Loose Change value meal is helping and the rollout of the “Create Your Taste” customization kiosks could bring additional traffic.
Janney Montgomery Scott analyst Mark Kalinowski has lowered his projection of McDonald’s Corp.’s September same-store sales to -3.6% from -2.5% based on a survey of 32 domestic franchisees’ opinions. The company will report September and Q3 sale on Oct. 21; the consensus forecast for September is -2.7%.
The Janney survey also finds that McDonald’s operators are heavily relying on the current Monopoly promotion to stop the ongoing sales slide. “Everything depends on Monopoly,” one franchisee told Kalinowski.
“Hopefully Monopoly will give us a few more transactions,” said another. “Sales are trending down but Monopoly will help sales since it [did] in the summer of 2013 even if it will not help profits,” another operator said. “I am counting on Monopoly to stop the bleeding,” said another.
One franchisee said, “McRib should prevent further declines.” But the company has said that this fall’s McRib promotion will be a local option, not a national effort, which could reduce marketing support.
So what’s gone wrong? Franchisees pin blame for McDonald’s sales slide on a number of factors. “We just have nothing new to offer our customers,” was one explanation. Another cites “total loss of momentum.” Corporate management is a frequent target for these operators. “We are leaderless,” says one franchisee. “McDonald’s Corp. is scrambling to find answers to their problem,” says another. Click here to continue reading McD’s Operators: Monopoly Has to Stop Sales Slide
Burgers and craft beers have gone steady long enough to worry their parents but Canada’s The Works Gourmet Burger Bistro chain is thinking marriage with two limited-time beer-infused burgers and a third with a touch of root beer. The burgers will join the menu at its 25 Ontario and one Newfoundland location on Oct. 20, 2014, and stay until Jan. 4, 2015.
As with all Works burgers, the Beer Goggles Burg (shown at l.) starts with a patty of 100% Canadian beef. It’s then beer-battered and topped with bacon, lettuce, tomato, red onion, pickles and a creamy sauce of Moosehead beer and Cheddar. The Works’ beer selection also is 100% Canadian. The Barking At My Cow (at r.) tops the beef patty with smoked brisket, Barking Squirrel beer-braised onions, Jack cheese and bacon and is finished with Barking Squirrel beer barbecue sauce.
For those shying away from alcohol or who just love root beer, there’s the Root For Mah Piggy. That’s beef topped with Jones root beer barbecue-glazed pulled pork, crunchy onion strings with house-made root beer barbecue sauce and lettuce and tomatoes on a warm toasted pretzel twist. All three burgers are priced at CAN$15.31 and with any of them, a 20-oz. pint can be had for only CAN$4.98.
The beer burger specials follow The Works’ “Get Stuff’d” LTO, which featured burgers stuffed with pulled pork, cheese or a combo of jalapeno, banana and chipotle peppers. The chain’s basic burger menu is itself a sight to behold, boasting several dozen clever builds. Ground chicken, turkey and Canadian elk, as well as veggie and mushroom-cap patties, are always available.
This time Rick Boyd believes he has the right match of concept and location. In March he closed his Grind Modern Burger restaurant in Eagle, Idaho, but vowed to relocate and return. On October 10, Grind reopened in a former brewpub in downtown Boise. Boyd reevaluated the concept, keeping some elements while discarding others and adding new ones. He spoke with BurgerBusiness.com about starting over as a burger brewery and about the concept’s expansion plans.
How long had the Eagle location been operating before you closed it down?
Eight months. The demographics in Eagle didn’t line up with what we were trying to do. It’s an older bedroom community that skews toward retirees. There aren’t a lot of young people. It was more of a high-end, cocktail-oriented crowd.
Why had you opened there?
Well, it’s an under-served market. There aren’t a lot of restaurants there but there’s a sizable population in that section of town. We just didn’t appreciate that they were all in their 70s and went to bed at 7 o’clock.
So we had an opportunity to move to downtown Boise in a space that has its own brewery and pick up a liquor license, which is very hard to come by in Idaho. It all has worked out really well for us. It’s an established location and we got a good price on it, so it was a good move all around.
You had the chance to reevaluate everything and reengineer the concept?
Exactly. We streamlined the menu and made upgrades to some things we kept. And during the eight months we were closed I spent a lot of time traveling around the country and researching other concepts, picking apart what they do and thinking about how we might implement or improve on their ideas. I was all over California, Arizona, Washington, Oregon and Texas.
Were there standouts that come to mind?
Well, we visited Umami Burger. We really liked the presentation of their burgers. Hopdoddy Burger Bar in Dallas was one of the few, after Umami, that has a full bar. So we looked at their cocktail program. Most were craft-beer driven, which worked out well since we scored the brewery here. We came away with great insights that we tried to incorporate in our own way.
Your menu remains burger-focused?
Oh yeah. The Eagle menu included pizza, mac ‘n cheese and things like that. We’ve done away with all that and maybe 90% of the menu now is burgers. We have some appetizers, entrée salads, fries but mostly it’s our Niman Ranch burgers.
We also have a veggie burger that we developed in house. It’s beet and brown rice based. The one we had before was a mushroom-based burger and we never were a big fan of it and we always wanted to rework it.
We adjusted our burger grind a bit. With the higher volumes we’re projecting we aren’t able to grind all our meat in house. There isn’t room for the size of the equipment that would need. But there’s a local company that handles our beef grinding.
Our salmon and chicken burgers we’re still grinding in house. It’s a 100% salmon burger with no fillers. We use the salmon trim to make a binder that’s just a salmon mousse with spices ground in. It’s a fantastic product. It looks beautiful when it comes off the grill. Click here to continue reading Grind Modern Burger’s Comeback Story
After five months—five times longer than the last UK election campaign—the winners of McDonald’s My Burger crowdsourcing competition have been announced. Each of the five winning burgers will get a one-week tenure on the menu between Oct.15 and Nov. 18, 2014, guaranteeing the burger chain that its LTOs will have some built-in popularity. It’s an idea McDonald’s easily could bring here in 2015.
Beginning in May, consumers were invited to try out a digital burger builder, allowing them to create their own burgers from among 80 possible ingredients (including 20 different bun choices). Each concept—and there were 98,325 submissions—could be seen online and voted for (a total of 213,573 votes were cast). In June, the field was narrowed to 12 by a panel of judges that included England rugby legend Phil Vickery MBE, McDonald’s representatives, an independent expert and a member of the public.
In announcing the competition, Alistair Macrow, SVP-Chief Marketing Officer for McDonald’s UK, said: “Customization and digital engagement are becoming an integral part of how consumers interact with companies and we want to continue to innovate as a brand. That’s why we’re giving our customers the unique chance to design their own burger online with the potential for it to sit side-by-side with the likes of the iconic Big Mac. To canvass the public’s support and pass the taste test of our judging panel, customers will have to think about what looks, sounds and tastes great.”
The first of the winners, joining the menu on October 15, is the Big Uno, a cheeseburger with double cheese, bacon and red onion. The chain isn’t divulging full ingredient lists for the winners yet, but the other four winners are the Sweet Chili Fiesta (chili sauce, bacon and pepper cheese); The Ultimate Supreme (with Swiss cheese on an oblong roll); McPizza Pepperoni Burger (pepperoni and Italian cheese); Big Spicy Bacon (bacon and pepper cheese).
McDonald’s does share a few interesting facts about the 98,325 burger creations submitted:
- 22% were “classic” burgers
- 20% had barbecue sauce
- 11% had Tex-Mex flavor profiles
- 9% were “super sophisticated” in ingredient choices
- 9% had pickles
- 8% had spicy ingredients
- 2% had pineapple
[Adendum: Click here to see the My Burger winners in Sweden; Go here to see the five finalists in the Build Your Own Burger contest at Luxe Bar in Springfield, Mass.]