Fast or Fresh? Customers Surveyed about McDonald’s New Strategy

You can’t always have your cheeseburger and eat it, too.

Especially in fast food – either you’ll have to wait for fresh food or sacrifice freshness for fast service.

So when McDonald’s announced it would start serving “fresh, never-frozen” beef in its signature Quarter Pounder burger, some pointed out wait times would likely increase by one minute. McDonald’s Quarter Pounder Meal

Which raises the question: Fresh or fast?

How will customers ultimately side, if forced to make a trade-off between the two?

Mobile solutions firm Field Agent recently surveyed over 1,000 consumers across the United States, Canada, and Mexico. Our immediate aim was to understand what customers in all three markets make of the burger giant’s new “fresh” strategy.

The results from this three-country survey are presented in a slide show here.


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