Could an ubiquitous, rooster-emblazoned southeast Asian condiment be just the special sauce that McDonald’s Corp. (MCD) needs to boost sales? BuzzFeed News reports that the fast food chain is rolling out a Sriracha Big Mac and dipping sauce in 126 of its Columbus, Ohio area locations after successful stints on the West Coast earlier this year.
The Big Mac has gone through many makeovers lately in an attempt to revive customers’ tired taste buds and also to woo millennials that have ditched the drive-thru in droves. Two weeks ago, the company announced that it will offer two new Big Mac sizes early next year—the smaller Mac Jr. and the larger Grand Mac—in a Goldilocks-like approach to appeal to a more widespread consumer base and hopefully improve its sluggish sales. Last week, McDonald's Italy rolled out a different novelty item, a Nutella burger called the Sweety con Nutella. This, however, marks the first time that a Big Mac ingredient has been altered. (See also: Investopedia Millennials Try a Big Mac for the First Time)
Although McDonald’s has benefited from its all-day breakfast menu and overarching efforts to adopt more natural ingredients, its third quarter same-store sales only increased 1.3% year over year. If all goes well in Columbus, incorporating Sriracha into its menu nationwide could translate into even spicier sales figures for McDonald’s. For now, it looks like Columbus may now be the nation’s hottest city thanks to McDonald’s latest iteration of its iconic Big Mac.