McDonald’s is to launch a premium range of burgers in Britain to head off growing competition from rival chains such as Five Guys and Shake Shack.
The burgers, called the Signature Collection, will include the thickest ever patty sold by McDonald’s. They have been developed in conjunction with chefs from Michelin-starred restaurants.
The new burgers will be trialled at 28 restaurants in London, the south and Manchester before being rolled out to 400 McDonald’s restaurants next summer.
They could also be sold in McDonald’s restaurants around the world if they prove popular in the UK. The company is facing growing competition from gourmet burger chains, particularly in the US where Five Guys and Shake Shack were founded.
The new burgers will be served in brioche-style buns. They will cost £4.69.
McDonald’s is taking advantage of its new table service system to launch the burgers. The extra thickness of the meat means customers will have to wait for their burger to be served, in contrast to the company’s traditional hamburgers and Big Macs.
Duncan Cruttenden, food development director, said the burgers had been developed with the help of customer feedback and with the company’s internal chef council, which includes those who have worked at Michelin-starred restaurants.
“At McDonald’s we are committed to listening to our customers and evolving our menu to offer something for everyone,” he said.
“When the chef council started to develop this new premium offering, we worked with a brief generated by our customers – they told us they wanted thicker beef patties and high quality ingredients, freshly prepared.
“We’ve crafted a range that is a truly exciting permanent addition to our menu – every product has to earn a place and our customers have told us the signature collectionmCd has done just that.”
This article was written by Graham Ruddick, for theguardian.com on Wednesday 4th November 2015 00.01 Europe/Londonguardian.co.uk © Guardian News and Media Limited 2010