The fast food industry is experiencing an unprecedented wave of innovation, driven by consumer demand for healthier, more sustainable options and unique experiences. Major chains have invested in menu renovations, incorporating fresher ingredients, plant-based alternatives, and technology in the purchasing and delivery process. A recent example is McDonald’s launching a new “pizza” on its menu, surprising many.
The year 2025 is shaping up to be a year of significant changes in the fast food industry, where adapting to new trends and developing innovative offerings will make the difference between brands that lead the sector and those that fall behind. Competition for consumer preference is stronger than ever, and strategies will continue to evolve to meet increasingly demanding expectations.
In terms of data, the fast food industry has seen unprecedented global growth, driven by shifts in consumption habits, digitalization, and innovation in business models. According to Statista, the global fast food market surpassed $850 billion in 2024 and is expected to continue expanding in the coming years.
What is McDonald’s new burger like?
In an eye-catching move, McDonald’s has introduced the McExtreme Tutti Pepperoni burger to its menu, featuring a flavor combination with Italian influences.
This new product will be available to consumers in Spain, where, according to the brand, it will be on the menu starting January 21 in over 625 McDonald’s restaurants.
With this launch, the brand aims to offer a unique culinary experience that delights every consumer.
The recipe features a combination of high-quality ingredients inspired by Italy, designed to win over even the most discerning palates. The burger includes a delicious mix of beef, cheddar cheese, and onions, complemented by a tomato sauce with oregano and pepperoni bites, staying true to authentic Italian gastronomy.
This launch follows previous McDonald’s releases like Pulled Pork or BBQ Bourbon. “At McDonald’s, we want to exceed our customers’ expectations and stay at the forefront of the industry,” said Álvaro Miguel, Chief Marketing Officer of McDonald’s Spain.
With this new release, brands are focusing on innovation and unique combinations to attract consumers. One of the most notable movements in the sector has been the growth of plant-based products. For instance, Burger King has expanded its vegetarian burger line with the launch of the “Whopper Verde,” made with 100% plant-based ingredients while maintaining the signature smoky flavor of its iconic product. McDonald’s is also keeping up, bringing its McPlant to new markets, including a version with vegan cheese.
Another key factor in the industry’s evolution is the integration of technology into the consumer experience. McDonald’s has implemented AI-powered self-service kiosks that recommend products based on customer preferences, while Domino’s Pizza has enhanced its ordering system with drones for ultra-fast deliveries in select cities.
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