As former fast food lovers go the way of the kale smoothie, big businesses like McDonald’s are searching for any way to bring wavering customers back to Ronald. That’s why the Golden Arches are using the new year as an opportunity to introduce a burger that’s fresher than fresh.
The “Archburger,” as it is being called, is a McDonald’s burger made with fresh beef (as opposed to the frozen patties that go on the rest of their sandwiches). Nearly a year after announcing that its Quarter Pounder would be made with fresh beef starting in 2018, this new option is being tested in Texas and Oklahoma.
The Archburger was originally introduced in the 1990s as an adult-friendly option on the McDonald’s menu, though it was seen as a great failure. After a $150 to $200 million advertising campaign, the burger lasted only a few years before being discontinued.
Now, the burger is being reintroduced. For $2.19, customers who have access to the test products can get a regular Archburger with with cheese, pickle, onions and Arch Sauce—a “sophisticated” mayo-mustard blend. For 50 cents more, customers get lettuce and tomato, while a Bacon Archburger costs $2.89.
“We are continuing to raise the bar for our customers with new menu items and ways to experience our brand," said the company.
What was frozen is fresh again. Only time will tell whether the Archburger finds its sizzle.
