McDonald’s (MCD) is a few days into the introduction of the Big Arch in U.S. markets for a limited time. The giant hamburger has already been introduced in Canada, Germany, Portugal, France, Switzerland, and the United Kingdom. The decision has already been made to make it a permanent addition to U.K. outlets.
The new Big Arch is McDonald’s (MCD) largest burger yet, built around two quarter-pound 100% beef patties and three slices of melted white cheddar cheese on a toasted sesame-and-poppy-seed bun. It’s topped with both crispy and slivered onions, lettuce, pickles, and a new Big Arch Sauce that McDonald’s (MCD) describes as tangy and creamy, balancing mustard, pickle, and sweet tomato flavors. The giant sandwich runs counter to the consumer trend toward healthier serving sizes and GLP-1s,
So far, reviewers generally agree the Big Arch is flavorful, heavy, and more satisfying in many ways than a Big Mac. The tangy, tomato-forward Big Arch Sauce has been widely praised. The main criticism has been that the Big Arch may be the messiest McDonald’s (MCD) burger that reviewers have ever eaten.
The mini-controversy around the Big Arch popped up earlier in the week when McDonald’s (MCD) CEO Chris Kempczinski and a taste-test video in which he awkwardly struggles to pick up and bite the oversized burger while delivering heavily promotional lines about how much he loves the product went viral. Rival Burger King (QSR) took some shots at the incident as it continued to promote its Whopper upgrade.
Restaurant industry analysts expect McDonald’s (MCD) to see a meaningful sales lift in March and April as The Big Arch attracts extra traffic.
Shares of McDonald’s (MCD) edged 0.6% lower in premarket trading. The restaurant stock is up 8.5% on a year-to-date basis.