Organic burger

McDonald’s new burger will be organic

As McDonald’s continues to wrestle with some sort of recovery plan in the face of slumping sales and thirsty competition, the burger giant is testing an endless stream of marketing gimmicks and menu changes. The latest will raise eyebrows: McDonald’s Germany will release a all organic burger next week. According to a statement, the new burger, called the “McB”, is made with an organic beef patty, lettuce, tomatoes, pickles, red onions, cheese and sauce that are not necessarily organic. From October 1 to November 18, around 1,500 locations in Germany will be offering the new burger. On October 26, another organic beef sandwich – nicknamed the “Long McB” and made with organic beef, arugula, cheese, red onions, tomatoes and a “spicy sauce”, on a bun with sunflower seeds – will grace menus across the country. The price of the new burger has not yet been revealed.

Size of organic beef production in Germany can meet McDonald’s purchasing needs

McDonald’s published pages and pages marketing materials in support of its organic beef claims, including a video in which company representatives visit a farm full of happy-looking cows and speak important words. Although McDonald’s new organic experience is limited to Germany, it’s big news for the fast food world for several reasons.

First, McDonald’s has a history of testing new menu items or menu changes in smaller markets before bringing them back to the United States or releasing them worldwide. Last fall, the burger giant launched its build-your-own “Create Your Taste” kiosks in Australia. Nine months laterthe kiosks – which, although new, turned out to be somewhat confusing – hit California. Less than a year later, they have landed in New York and are expected to continue spreading across the country. McDonald’s also tested its all-day breakfast menu plan in smaller markets before announcing that all U.S. locations would offer all-day breakfast starting in October.

McDonald’s increased demand for organic beef could change the face of agriculture in North America.

Secondly, Germany is the second largest organic food market in the world after the United States Germany introduced government organic certification in 2001 in light of the mad cow scareand he strictly follows his instructions, especially on meat products. The fact that McDonald’s has chosen to offer organic beef burgers in Germany means both that the company sees demand potential for such an offer and that the size of organic beef production in Germany can meet the needs of purchase of McDonald’s. Although growing at a rapid pace, the U.S. organic beef market currently represents only about three percent of total meat production. If McDonald’s decided to introduce an organic hamburger in the United States, the increased demand for organic beef would change the face of agriculture throughout North America.

Finally, it’s no secret that McDonald’s is a market leader in the world of fast food. Restaurants around the world are watching McDonald’s every move closely. For better or (often) worse, McDonald’s has pushed the needle on everything from restaurant franchising for factory farming to the possible elimination of the use of antibiotics in chickens and to his promise to use cage-free eggs. Competitors like Chipotle and Burger King may be feeling consumer pressure to also offer organic menu items. If McDonald’s organic beef burger test succeeds in Germany, it could mean big changes for the future of the food system in the United States