The Classic is 100% British and Irish beef, Beechwood smoked bacon, cheddar cheese, wholegrain mustard mayo, ketchup, Batavia lettuce and red onion, all in a Brioche style bun. Burger-focused eateries like Shake Shack and Five Guys have expanded rapidly.
Advertisement
The as yet unnamed chefs behind the burgers are part of McDonald’s Chefs Council.
McDonald’s Corp.is pushing upscale in the United Kingdom, launching new, pricier burgers with the thickest patties it has ever sold here, as the fast-food giant aims to thwart growing competition from trendier rivals like Byron Hamburgers Ltd. and Shake Shack Inc.
The Signature Collection will be launched on Wednesday in London and other parts of the United Kingdom, with a nationwide roll out planned for next year. They will cost £4.69.
McDonald’s food development director Duncan Cruttenden said and his team had worked with their Chefs Council – a team of chefs with a “wide range of experience from Michelin-starred restaurants to cooking for worldwide royalty” in response to customer demand. Many customers are no longer content with paying for food that is harmful to the environment and their own bodies. McDonald’s in April said it was adding premium sirloin burgers to its USA menu for a limited time, but it suggested they could become a permanent item if they caught on with customers.
If the gourmet burgers are a hit, they could expand across Britain and possibly appear in the U.S.
Advertisement
Its Signature Collection features three thick burgers that will “offer something entirely new to customers”, and will debut in 28 McDonald’s restaurants in London and the South of England from today. “We’ve crafted a range that is a truly exciting permanent addition to our menu – every product has to earn a place on our menu and our customers have told us the Signature Collection has done just that”.
