The strategy: While much of the quick-service sector is leaning into discounts, McDonald’s and Burger King are seeking to convince consumers to trade up by introducing premium burgers.

McDonald’s will launch the limited-time Big Arch on March 3. The sandwich features two quarter-pound beef patties, three slices of white cheddar, lettuce, crispy and slivered onions, pickles, and a new “Big Arch Sauce” on a sesame and poppy seed bun.

Burger King, meanwhile, updated its Whopper for the first time in nearly a decade, adding a higher-quality bun, upgraded mayonnaise, and more generous ingredient portions. The sandwich will now be served in a box to better retain heat.

Why is this happening? Both chains are working to improve their brand perception, with elevated burgers serving as one lever.

McDonald’s has spent years rolling out its “Best Burger” initiative, upgrading preparation methods, ingredient handling, and bun quality. Burger King’s Whopper refresh, driven by guest feedback, is part of its broader “Reclaim the Flame” turnaround plan to improve its menu and in-store experience.

At the same time, both chains are also looking for other ways to capture attention, including leaning into nostalgia. For example, McDonald’s introduced The Grinch Meal holiday special in December, while Burger King rolled out a SpongeBob-themed menu. Pairing product upgrades with pop culture promotions helped generate buzz while reinforcing quality cues.

Implications for restaurants: Chains from Shake Shack and Panera to Wendy’s are intensifying value offers to win over cost-conscious diners. McDonald’s and Burger King are no exception, having spent the past year reinforcing value through bundled meals and sharp entry price points.

What makes the elevated burger push notable is that it builds on, rather than replacing, that value focus. Instead of abandoning discounts, the chains are layering in premium options to widen the spending spectrum.

That strategy could serve two purposes. It gives loyal customers a reason to spend slightly more, while also helping to attract diners who are trading down from higher-priced fast casual chains but still want a more indulgent burger experience.

McDonald’s appears to be testing that trade-up appetite with the limited-time Big Arch, scaling only if demand holds. Burger King, by contrast, is upgrading its flagship Whopper outright. In effect, both brands are trying to stretch the average check without stretching their value positioning.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.