McDonald's to pilot premium burger range
The Signature Collection - a three-strong range of 100 per cent thicker beef patties that are served in a brioche-style bun - will be trialled in 28 selected McDonald's in London and the South East for a selected period before they are rolled out to all 400 McDonald's stores across the country next summer.
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 international royalty' in response to customer demand.
He said: "When the Chefs 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, high quality ingredients and freshly prepared. 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.”
The Signature Collection includes The Classic (served with two rashers of Beechwood smoked bacon, a slice of cheddar, wholegrain mustard mayo, ketchup, Batavia lettuce and red onion), The BBQ (smoky BBQ sauce, coleslaw, red onion, Batavia lettuce, Beechwood smoked bacon and a slice of cheddar) and The Spicy (Jalapeño slices, Pepper Jack cheese, Batavia lettuce, mayo and a spicy relish).
All three burgers, which will be made to order, will be served in black packaging with fries ordered alongside served in matching fry cartons. It is not known how much the burgers will sell for.
McDonald's said the move was part of its Experience of the Future transformation programme which has included table service and digital ordering trials as well as allowing the customer to customise their classic burgers. Plans are also in place to offer interactive table-top games in selected restaurants and wireless smartphone chargers.
