Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 


You've been waiting for this for a long time.

Well, some of you have.

After all, you know it's possible to put fresh beef into burgers because you've been to Shake Shack and In-N-Out.

And for all of your fast food-eating life, you've wondered why McDonald's doesn't do that.

Was it because frozen tastes better? Surely not.

Two years ago, I wrote about how the famous burger chain was experimenting with fresh beef in its Quarter Pounders.

At the time, there was a big problem. They were taking longer to prepare and irritable customers began to berate the hard-working McDonald's staff.

Now, however, McDonald's says it's solved that problem.

Which leaves a new, slightly gruesome catch.

The Wall Street Journal reported that all McDonald's in the contiguous U.S. will be blessed with freshness in its Quarter Pounders.

So why would I want to kill your joy?

This sentence: "It is up to them [the franchisees] whether to charge more for the fresh-beef burgers."

Ah. So the glory of deep, juicy freshness may come at a price. 

The question is what price, and whether you'll be prepared to pay that price. Or whether you'll complain mightily at the counter and hold everyone up.

Perhaps your local franchisee will plead with you that they've had to install new fridges and containers to preserve the freshness.

But perhaps all you care about -- at a value chain like McDonald's -- is the price.

I foresee fresh angst on the horizon.