Of course, one of the biggest hurdles for McDonald’s will be finding sources that can supply enough fresh beef to supply its more than 14,000 US locations, something CEO Steve Easterbrook mentioned in June 2016 at an investor conference. At that time, Easterbrook said such a switch would likely have to take place in phases, like the company did when it changed to using only cage-free eggs.

The long-discussed move makes sense. Going from being the most dominant player to one where only 20% of American millennials have ever tried a Big Mac, McDonald’s has been looking for ways to boost its image as it navigates an increasingly competitive food space filled with fast-casual restaurant chains that market all manner of fresh menu items and responsibly sourced supply chains.

The fast-food chain has started using butter instead of margarine on its Egg McMuffins, and it began sourcing chicken from farms that raise the birds without antibiotics.

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