McDonald’s Tries Again With Upscale Burgers



McDonald's Tries Again With Upscale Burgers

McDonald’s Corp. is adding premium sirloin burgers to its U.S. menu for a limited time, the latest move by new CEO Steve Easterbrook to revive sales at the struggling fast-food chain.

The upscale one-third-pound patties join the menu two years after McDonald’s plucked similar premium burgers from its lineup. They also add complexity in the kitchen at a time when the chain is trying to simplify its offerings to reduce wait times.

The Oak Brook, Ill., company said the promotion would run from May 12 until the end of June, but some markets would start serving the burgers sooner. Franchisees can continue to carry them beyond the promotion period, a spokeswoman said, suggesting they could become a permanent item if they catch on with customers.

Mr. Easterbrook, who took over as chief executive last month, has vowed to improve the burger chain’s food quality, customer experience, employee benefits and brand image to help turn around the company after more than two years of sales declines.

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