McDonald's is testing a new menu item, and it's a twist on a classic.
For a limited time, McDonald's is cooking its Quarter Pounder burgers with fresh beef, but only in 14 restaurants around the Dallas-Fort Worth area in Texas. McD's usually flash freezes its burgers.
"Like all of our tests, this one too is designed to see what works and what doesn't within our restaurants by considering the operational experience, consumer response, price points and other important information which may inform future decisions," a spokeswoman from McDonald's told CNBC.
The restaurant behemoth is no stranger to trial runs of potential menu items.
The chain's "Gilroy Garlic Fries," a limited-time menu item in the San Francisco Bay Area, sold out earlier this week.
Some 125 stores in Milwaukee are slated to sell Johnsonville Brats for a limited time, seven years after discontinuing the sausages in chains.
The burger giant is also testing out smaller and larger Big Macs in Texas and Ohio restaurants. The Grand Mac is an attempt to compete with chains like Smashburger and Five Guys that serve larger burgers, while the Mac Jr. gives Wendy's Jr. Bacon Cheeseburger a run for its money.
In addition, McDonald's will host a limited-time, all-you-can eat french fry promotion during the grand opening of its new location in Missouri this July.