McDonald’s Has a New Strategy: Make Its Food Taste Good Posted on 09 May 2015 at 06:42 In the United States, it’s clear that the perception is less than positive. In a 2014 survey conducted by Consumer Reports, readers of the magazine rated the McDonald’s burger the worst-tasting among major restaurant chains that offered burgers as a signature dish. In his video, Easterbrook said the company needed to stress its use of quality ingredients like the “sirloin burger” and “artisan chicken” on the menu, so the brand will become known as the restaurant that “serves the best burger possible.” McDonald’s has already moved on this front: In March, the company announced that it would require its chicken suppliers in the United States to stop using human antibiotics within the next two years. More Franchising On Monday, Easterbrook also said the company will increase the global percentage of stores it franchises from the current 81 percent to 90 percent by 2018. That amounts to 3,500 company-owned restaurants getting sold to franchisees. The shift will give the company a more “stable and predictable” revenue stream, the CEO explained. In early April, McDonald’s announced that it would increase wages and offer paid leave to workers at its U.S. company-owned restaurants. Franchises make their own decisions on pay—which means the increased franchising will lead to fewer people receiving the higher wages.