‘They’re kid-size now’
McDonald’s has hit back over claims that its burgers are shrinking following customer complaints that many of its staple menu items are smaller than they used to be.
With prices going up across the supply chain, suspicion that Maccy D’s has become a victim of ‘shrinkflation’ has been aired by people on social media.
In recent months, popular brands such as Cadbury, Kellogs and Purina One have all been found to have quietly downsized some products while charging customers the same price or more.
Gary Mortimer, a professor of marketing and consumer behaviour at the Queensland University of Technology, said his research showed shoppers “don’t like price increases at all” but were more accepting of reductions in package sizing.
“Shoppers prefer shrinkflation over inflation,” he said. “They’re sensitive to price not contents.”
Debate over whether McDonald’s has fallen victim to shrinkflation were aired after some punters noticed a significant difference between the Filet-O-Fish, McChicken and beef burgers.
“Have Mc Donald Filet-O-Fish always been this small? I don’t remember it being mini, kid-size like this?!” one shopper wrote in a markdown Facebook group.
Foodies in the comments were quick to agree with the mum as one claimed Maccas burgers are now ‘super small’.
“We had Big Macs last week. Not only have the buns shrunk but the meat patties were so thin we could see literally through them. Was as if they had sliced them in half,” one member said.
“Just like the quarter pounder, got its name as it was a quarter pound of beef, it’s barely that now,” another replied.
Not everyone was convinced McDonald’s are making their burgers smaller with one saying the Filet-O-Fish has been that size for “as long as they can remember”.
“It’s the same size bun as the cheeseburger, it’s always been small,” a second agreed.
A spokesperson from McDonald’s said “there have been no changes to the size of the burgers”.
“We are committed to offering our customers great quality, great value burgers featuring 100 per cent RSPCA approved chicken and 100 per cent Aussie beef,” they said.
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