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Hoping to bring back diners who left in droves in search of tastier food, McDonald’s announced Thursday that it will start making one of its signature hamburgers, the Quarter Pounder, with fresh beef patties.

The announcement follows executives’ admissions earlier this month that “hundreds of millions” of visits had been lost by once-loyal customers who drifted away in search of better quality, convenience and value. By embracing fresh beef for its Quarter Pounders, McDonald’s seeks to head off Wendy’s, a traditional rival, which likes to emphasize its usage of the fresh, not frozen, beef. It’s also edging closer to the so-called better-burger chains, like Five Guys and Smashburger.

The changeover from frozen beef in the Quarter Pounder will begin next year in a majority of the U.S. restaurants at the nation’s largest fast-food chain.

via www.usatoday.com