McDonald’s Australia gets boost from Angus burgers

Posted by Isobel Drake on 21st September 2009

Sales of beef products have surged by as much as 20 per cent at the Australian outlets of fast-food giant McDonald’s following the release of two premium burgers.

The two Angus beef burgers have met with such strong interest that they have helped push overall burger sales to new heights, according to McDonald’s Australia Senior Vice President and Director of Supply Chain, Jackie McArthur.

Accompanied by an estimated marketing spend of $10 million, the launch in late-August has been the most successful of all time for the burger chain in Australia with weekly sales likely to be over $2m, according to the Australian Financial Review. Demand has reportedly been double expectations.

Demand for the Angus burger is not a major surprise given the hamburger premiumisation trend. Recently released research indicated that premium burgers will drive the category in coming years, and suggested that the quality and cut of meat were the major factors in the consumer decision-making process.