50 years on, McDonald's isn't messing with its Big Mac

Jul 31, 2018, 11:28
50 years on, McDonald's isn't messing with its Big Mac

McDonald's has minted the MacCoin to celebrate the Big Mac's 50th anniversary and customers will be able to cash in on five different designs starting on Thursday.

More than 14,000 McDonalds restaurants will be taking part in the scheme to bring customers back to the fast-food chain.

There will be a whole lot of them - more than 6.2 million - and the MacCoins will feature artwork that throws back across the decades of the Big Mac's history at McDonald's.

"The Big Mac is a cultural icon and what better way to celebrate its continuing status than to issue a commemorative coin", says Henry Nienhuis, President of the Royal Canadian Numismatic Association.

Speaking of coins, one only needed a few-or just a half-dollar coin-to get a Big Mac when it hit the national USA menu in 1968 at the price of 45 cents.

"This wasn't like discovering the light bulb. All I did was screw it in the socket", Delligatti said, according to "Behind the Arches". It didn't work. Delligatti tried a bigger sesame seed bun, and the burger soon lifted sales by more than 12 percent.

Franchisees still play an important role, driving the recent switch to fresh from frozen for the beef in Quarter Pounders, Easterbrook says. They then have the option to redeem the coin to feed their hunger, or collect it as a keepsake.

Messing with a signature menu item can be taboo, but keeping the Big Mac unchanged comes with its own risks.

In recent years, other fast food burgers spots like Shake Shack, Five Guys and In-N-Out have risen in popularity. Even White Castle is modernising, recently adding plant-based "Impossible Burger" sliders at some locations.

McDonald's then ran promotions created to introduce the Big Mac to more people.

Though McDonald's has suffered losses in recent years - last week the company said customers are visiting its stores less often - the Big Mac hasn't really changed.