Why the huge $12 arch burger failed to increase McDonald’s sales.
When McDonald’s dropped the Big Arch Burger in March, the chain enthusiastically hailed it as “McDonald’s best burger yet.” However, the deep-fried burger, with two sweet, quarter-pound 100% beef patties, topped with three slices of melted cheddar cheese, crispy and chopped onions, pickled pickles, and hot lettuce, slathered in Big Arch sauce (“sweet, creamy, and the perfect balance of sweet mustard, pickles, and sugar” seed bun, didn’t fare well. as the chain hoped.
The Big Arch Has Distressedly Upgraded, According to a New Report
According to a new report from Placer.ai, the Big Arch burger, along with the return of the Shamrock Shake, had a small, short-term impact on sales. During the launch week, March 2 to 8, the sandwich generated a 2.2% increase in traffic. What went wrong? Here are 3 reasons diners are rejecting the new $12 burger.
1. CEO Chris Kempczinski’s Viral Video Can Have a Sales Impact
Not all press is good, and McDonald’s may have learned this the hard way. Another thing that might have put diners off ordering a burger was a viral video of CEO Chris Kempczinski being hesitant to eat “the product,” as he called it. “The burger he was holding in the video didn’t look bad. In fact, it could have been a different story. His unwillingness to eat it shows that he knows something we don’t,” said another. “He bit into a burger like he was gambling with his life lol. And it looked like that was all he was going to eat the way he had it on the table,” added another.
2. Also, Diners Maintain That Burger Doesn’t Look Like The Pictures
Many diners also complained that the burger they received was nothing like the fine art in the advertising photos. “I ordered the Big Arch yesterday ‘unfixed’ and this is what I got,” said one Redditor, sharing the photo. “I just thought this burger looked a lot different than the one the McDonald’s CEO had on camera,” said one.
3. Also, the Price Point May Be Too High
Another common complaint among diners? The burger was quite expensive, costing around $12 in some markets. This is more than the cost of a Big Mac Extra Value Meal. “The limited impact of these LTOs suggests that consumers may be growing more selective in their spending amid ongoing economic pressures,” said Shira Petrack, head of content at Placer.ai, in a report.
McDonald’s Should Focus More on Value Driven Products
According to reports, McDonald’s is launching a new value platform with items priced at $3 or less. Placer.ai maintains that limited-time offers are not enough to drive people to a restaurant. “Pairing LTOs with a clear value proposition — like the upcoming McValue 2.0 — may work best, with limited-time items that capture attention and value-focused offerings that encourage repeat visits,” Petrack wrote. “In price-sensitive areas, this two-pronged strategy may drive more sustainable traffic growth than product innovation or price increases alone.”
Leah Groth
Leah Groth is an experienced shopping editor and reporter for Best Life and Eat This, Not That! bringing readers the best new finds, trends, and deals every week. Learn more about Leah
