Burger wars escalate as chains bet on more beef
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McDonald's new Big Arch (center) weighed 12.7 ounces when Axios tried it, compared with 10.1 ounces for a Double Quarter Pounder (left) and 7.8 ounces for a Big Mac (right). Photo: Kelly Tyko/Axios
Fast food giants are escalating the beef — rolling out bigger burgers and upgraded classics as they fight to revive traffic in a price-weary fast-food market.
Why it matters: After years of price hikes and softening traffic, chains are out to prove their burgers are still worth the cost — by going bigger (more beef, more cheese, signature sauces) or going better (upgrading the classics customers already know).
Driving the news: McDonald's and Burger King are both making fresh burger plays — but with different strategies. One is introducing a new premium platform; the other is refining its flagship.
- McDonald's is launching the Big Arch Burger nationwide for a limited time starting March 3. It's already available in some locations.
- The burger features two quarter-pound patties, three slices of white cheddar, crispy and slivered onions, lettuce, pickles and a new Big Arch Sauce.
- Burger King said Thursday it has refreshed the Whopper for the first time in nearly a decade, upgrading the bun and shifting to more protective box packaging. The chain also brought back its Maple Bourbon BBQ Whopper this week.
Between the lines: The burger arms race is becoming a protein play — but not necessarily a health play.
- McDonald's new Big Arch Burger packs 1,020 calories with 53 grams of protein. When Axios tried it at a South Florida location, the sandwich weighed 12.7 ounces and priced at $8.19.
- By comparison, a Double Quarter Pounder with Cheese, at 740 calories, weighed 10.1 ounces, priced at $7.39. A Big Mac weighed 7.8 ounces and cost $5.69. Prices vary by location.
State of play: Several other chains are also leaning into heft.
- Wendy's recently rolled out a limited-time Cheesy Bacon Cheeseburger, stacking cheese and bacon as signals of indulgence and brawn.
- Carl's Jr. and Hardee's are pushing oversized, meat-forward builds like the Cali XL Burger and BBQ Pulled Pork Frisco, layering beef and pork to emphasize size and substance.
The other side: Shake Shack is making a different appeal. The fast casual chain introduced a health-leaning "Good Fit" menu, spotlighting high-protein options, lettuce wraps and other swaps aimed at guests seeking lighter or GLP-1-friendly choices.
- "We're seeing a shift in guest demand for options that fit a variety of lifestyles," a Shake Shack spokesperson told Axios, adding that more guests are seeking nutrient-dense, high-protein dishes.
The big picture: Across the industry, protein has become shorthand for value and satisfaction at a time when customers are scrutinizing every dollar.
- Some chains are betting that bigger builds justify higher prices. Others are adapting to smaller appetites and health-focused diners.
The intrigue: Chains are going bigger while beef prices have climbed sharply — retail 100% ground beef hit $6.75 per pound in January, up nearly 22% year over year, according to federal data.
- Nearly all have cited the cost pressure in earnings calls.
What we're watching: Will bigger, protein-packed burgers revive traffic — or will portion restraint define the next phase of the burger wars?
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