CHICAGO – Those seeking an au naturel burger at McDonald’s should remember these three words: Hold the pickle.

The Chicago-based fast-food chain announced last week that it has removed artificial colors, flavors and preservatives from its top-selling burgers, the latest announcement in the company’s ongoing effort to improve the quality of its food. The pickles, which have artificial preservatives, are the exception. Some menu items will continue to have artificial ingredients, including the Signature Crafted sandwiches.

This latest incremental step in the Golden Arches’ food journey comes after the company announced in March it would use fresh beef for its Quarter Pounders and Signature Crafted burgers. All other burgers, including the Big Mac, are still made with patties that are prepared in advance and then frozen. McDonald’s has also removed artificial preservatives from its McNuggets and plans to use only cage-free eggs by 2025.

Because of its massive size and scale, including some 14,000 U.S. restaurants, McDonald’s can effect change throughout the industry when it makes such decisions, as it did with its cage-free egg announcement. It also can make McDonald’s a target for competitors and detractors. Wendy’s, for example, has repeatedly hammered McDonald’s for not using fresh beef in all of its burgers.