For years, McDonald’s and its competitors have tried to lure customers with great value meals. Their menu now has room for bigger burgers, like the Big Arch, the largest burger in McDonald’s history.
Burger King appears to be overshadowed by viral McDonald’s taste test
After McDonald’s CEO Christopher Kempczinski’s Big Arch taste test went viral, other fast food bosses decided to get in on the fun.
where’s the beef? As the battle rages on, there are plenty of places to go for a burger.
Fast food chains are trying to lure consumers not only with value meals but also with beefier burgers. McDonald’s just expanded its menu with the Big Arch, the biggest burger ever, and Burger King revamped its already gigantic Whopper for the first time in a decade.
“Chains are pursuing two strategies simultaneously: value and premium,” said Taylor Tomita, research and outreach specialist at data and content agency NeoMam Studios. “Companies like McDonald’s have leaned heavily into value menus over the past year to attract budget-conscious customers. But they’re also launching larger burgers like the new Big Arch to appeal to those looking for something closer to a restaurant-style experience.”
He said other examples of large burgers include In-N-Out’s Double-Double, Shake Shack’s Shackburger, and Whataburger’s signature burger, which NetCredit recently judged to be the best value for a single-patty burger, weighing 3.56 ounces and costing $5.92.
McDonald’s “bigger, more luxurious burger” Big Arch price range
McDonald’s may be experimenting with Big Arch pricing. According to research by NeoMam Studios, burger prices range from about $8 to more than $10 at most restaurants, with the average price being about $8.88.
But the highest price in Lewiston, Maine ($12.99) is 74% higher than Columbia, South Carolina, at $7.46, he said. “This gap suggests chains are testing how far customers will go for bigger, more luxurious burgers,” Tomita said.
Big Arch’s appearance and subsequent conversations “started tasting and comparing, got both chains’ attention, and put both burgers in the spotlight,” he said.
Burger executives take to social media to fight
The burger fight resulted in jabs between combatants online. After McDonald’s CEO Chris Kempczinski posted a video taste-testing the Big Arch, some commenters jeered him online for not being a big fan of the Big Burger.
Burger King continued to post videos of an “excited” company president, Tom Curtis, stuffing his face with a Whopper. Wendy’s President Pete Serken also weighed in on Wednesday, March 4, posting a video of himself biting into a Baconator. “This is what a great burger should be,” he says in the video.
Jack in the Box posted a video on Thursday, March 5, of its Jack mascot saying, “Just a bite? We don’t do that here.”
Even as the online battle heats up, the burger giant is hoping its savings-size sales plan continues to be a success. McDonald’s U.S. sales rose 6.8% in the three months ended December 31, 2025, the largest increase in nearly two years, thanks to the MacValue menu and meals priced at $5, $6 and $7, according to Reuters. The sales increase compares with the chain’s 1.4% decline in the previous year, when an E. coli outbreak affected demand. Burger King, which had its own $4.99 meal deal, also saw sales jump 2.6% in the three-month period at its U.S. restaurants.
The “barbell strategy,” which emphasizes value meals on one side and hearty dishes on the other, has worked well for restaurants like Taco Bell and Olive Garden, said Sara Senatore, an analyst at Bank of America Securities.
“You have what we think of as value in your price range, but you also have value in abundance or quality. People really want value for money,” she told USA TODAY.
Catering to consumers looking for value, burger chains are now promoting “these upscale, hearty sandwiches,” Mr. Senatore said.
Big Arch, I tried the new Whopper. Here’s what we thought
McDonald’s is raising the bar on burgers at the Big Arch. It weighs about 1 pound, has 1,020 calories, and is made with two quarter-pound patties, three slices of cheese, and a dressing that includes the new Big Arch sauce.
“You should be hungry when you order this,” I said in the video taste test. I was happy with the burger, but it’s hard to eat the Big Arch Burger without making a mess, as it’s covered in so much mustard-scented Big Arch sauce, so bring your napkins. Eating while driving is not recommended.
Try McDonald’s Big Arch Burger on USA TODAY
USA TODAY’s Mike Snyder sampled McDonald’s Big Arch Burger, which will be released nationwide in March 2026.
I also sampled the new Whopper and the sandwich was delicious. It also “looks great” thanks to Burger King’s new wrapping paper and boxes for serving the burgers. “If you had a smashburger, I would try this one now.”
Burger King upgrades the Whopper. USA TODAY Check out Mike Snider’s review.
Burger King has relaunched its iconic Whopper sandwich for the first time in 10 years with a new box, improved bun and mayonnaise.
Contributors: Amaris Encinas and Kate Perez/USA TODAY
Mike Snyder is a national trends news reporter for USA TODAY. You can follow him on Threads, Bluesky, and X, and email him at: mike snyder & @mikegsnider.bsky.social & @mikesnider & msnider@usatoday.com.
