There was a time when serving a burger with two patties seemed decadent.
McDonald's (MCD) did not even officially add the Double Cheeseburger to its menu until 1965, and even then some franchisees avoided putting it on their menu boards.
Now, in the age of eating contests, decadence, and general gluttony, the idea of a double cheeseburger being indulgent seems almost quaint. Fast-food chains have decided that bigger is better, and customers have generally embraced that idea.
DON'T MISS: Burger King Adds Hefty 'Suicide Burger' to its Menu Nationwide
That's why Restaurant Brands International's (QSR) Burger King has embraced the trend and moved its secret-menu "Suicide Burger," a four-patty monstrosity, to its regular menu, albeit under a different name. Called the "Quad Stacker," the chain has actually made the multiburger "Stackers" the focus of a national advertising campaign.
Wendy's (WEN) does not have a name for its burgers that go beyond a double. But the chain has always allowed people to order up to a triple-patty sandwich with any hamburger. And while it's technically not on the menu, the Quad -- four-patty -- Baconator has been a well-known secret-menu offering for years.
McDonald's (MCD) has generally avoided officially joining the massive-burger trend, but the chain has quietly added something new to its menu that's in line with the concept.
McDonald's Japan/TS
McDonald's Adds a Triple Cheeseburger
McDonald's worldwide has sold variations of a three-patty sandwich, but it had never made it an official menu item in the U.S.
That appears to have changed as the chain has added a Triple Cheeseburger to the menu page on its website. And the offering has been popping up for sale at select locations around the country, Fast Food Post reported.
The McDonald's website describes the Triple.
"The Triple Cheeseburger is made with three 100% pure beef patties with absolutely no fillers, additives or preservatives, simply seasoned with a pinch of salt and pepper and topped with tangy pickles, chopped onions, ketchup, mustard and two slices of melty American cheese."
Adding a Triple Cheeseburger to its menu fits McDonald's' recent strategy of adding "new" items, like its Famous Orders collaborations with various celebrities, which use existing menu items.
This is adding something different to the menu without actually adding much complexity for the kitchen or any new ingredients.
McDonald's Leans On Its Classics
Wendy's and Burger King have readily offered new items over the past year. McDonald's instead has leaned into its best-known offerings. MCD Chief Executive Christopher J. Kempczinski talked about this move during the chain's fourth-quarter-earnings call.
"Throughout 2022, some of our most successful campaign platforms brought our customers closer to the core menu items they love," he said.
"The strength of our brand goes beyond the Golden Arches themselves and includes our iconic products such as our world famous French Fries, the Big Mac or Chicken McNuggets and the McFlurry."
That's not dissimilar to how Burger King has built a lot of its strategy around leveraging the Whopper. The difference, and it's a big one, is that Burger King has one Whopper while McDonald's has a lot of products that reach (or come close to) that iconic level.
"Each of these products are billion-dollar brands and in total, McDonald's possesses 10 of these billion-dollar brand equities. In an environment where our customers are looking for the simple and familiar, our core menu items have never been more relevant or beloved," Kempczinski said.
