McDonald's announced a burger revamp was imminent last year, basing its decision to do away with frozen patties on customer feedback. The company has been testing fresh burger patties in Dallas and Tulsa, and claims positive results, writing in its release that it "saw a 90 percent customer satisfaction from customers who order the burgers, and 90 percent intent to repurchase."
So far, the switch is boding well for McDonald's. In a taste test, the Chicago Tribune clearly favored the fresh option, writing: "The fresh beef patties were indeed juicier than its frozen counterpart -- if you squeezed the sandwich, the liquid trickled out and coalesced into a small puddle on the tray liner."
Ironically, McDonald's is following in the footsteps of the ill-fated, Chipotle-owned burger chain Tasty Made, which saw its all-natural and fresh-beef strategy fail at its only outpost, located in Lancaster, Ohio.