Where's the beef? How some chains are answering that call

We’ve spent a lot of time in recent years talking about chicken. Justifiably so — demand for the protein surpassed beef as younger consumers in particular prefer chicken’s health-halo, versatility, and portability. 

But during all of this, a number of chains have been reworking their burgers, pouring time and money into upgrading the sandwiches themselves, as well as the equipment used to make them, ensuring their core products are top of mind for an increasingly sophisticated consumer who still very much loves beef. 

Among them is McDonald’s. And when McDonald’s makes adjustments, the industry is wise to pay attention. Other brands sharpening their focus on burgers recently include Red Robin, Jack in the Box, and Mellow Mushroom.