McDonald’s is testing a new burger that is made with fresh beef, the Archburger.
A reference to the company's Golden Arches logo, the Archburger is going for a trial run at seven locations in the U.S. according to a research note by the brokerage Instinet.
In March, the Oak Park, Ill.-based chain announced it would start making its iconic Quarter Pounder with fresh beef in 2018.
McDonald's has been under increasing pressure to move to fresh-beef burgers due to the popularity of rival chains that offer them, from Shake Shack to In-N-Out Burger.
Instinet analyst Mark Kalinowski identified two test sites -- one in Plano, Texas, and one in a suburb of Tulsa, Okla. Both are selling a regular Archburger with cheese, pickle, onions and Arch Sauce for $2.19. An Archburger L&T, which also has lettuce and tomato, is going for $2.69. A Bacon Archburger is $2.89.
The Plano restaurant's menu board includes the tagline "One bite and you'll believe" and the promise of "fresh beef cooked when you order," according to Kalinowski.
McDonald's confirmed the Archburger test, but declined to share details.
"We.. look forward to gaining valuable feedback from our customers and crew. We are continuing to raise the bar for our customers with new menu items and ways to experience our brand," the company said in a statement.
More than 20 years ago, McDonald's tried out an Arch Deluxe burger aimed at adults with a mustard and mayonnaise sauce. The product, which cost $150 million to develop and roll out, was considered a flop.
McDonald's has since before to go upscale. In May, it launched the Signature Crafted Recipes sandwich line, which has won attention. In September, the chain added hand-crafted drinks to its McCafe line-up.