McDonald's is pleased with customer response to its rollout of the new Angus Third Pounder and plans to begin national advertising for the product in the near future, said Ralph Alvarez, McDonald's president and chief operations officer in the company's recent earnings call.
According to a transcript posted on Seeking Alpha, the company considers the product under a soft launch and will advertise the new burger once all operations needs relating to the burger are met and that it is available throughout the United States, Alvarez said. The company has tested the product for some time and waited for the right time to launch it.
"We've been sitting on the sidelines with it; it's something that we wanted to put out there and we know it will help average check and we know that customers that trade from our core menu to them really think highly of the product," he said. "It was a gap in our menu."
