The Wagyu is described as Burger King’s ‘most premium burger to date’ and features a patty made with 100% British wagyu beef that’s flame-grilled and comes served in a seeded brioche bun with a trio of onions – caramelised, pink pickled, and crispy – rocket, and caramelised onion mayonnaise.
Burger King says the beef comes from grass-fed herds of crossbred British wagyu cows sourced from across 700 UK farms.
“The Wagyu is a true innovation that delivers gourmet flavour to our guests nationwide,” says Christian Binney, director of food development at Burger King UK.
“From the dedicated farmers raising wagyu herds, to our restaurant teams perfecting the flame-grilled taste, it has been crafted with expertise at every stage.”
Ramsay’s inclusion in the marketing of the burger is notable and marks the first time the high-profile chef has been part of an advertising campaign for a QSR brand outside of those in his own restaurant portfolio.
While the chef had no participation in the product’s development, the launch is being supported by a series of TV adverts featuring Ramsay entitled ‘Not Made By Gordon’, which see the chef trying to involve himself in the making of The Wagyu burger.
“Forget your typical chef-approved partnership; this campaign is all about Ramsay being consistently encouraged out of the kitchen,” reads the press notes.
“It’s a bold and disruptive move that sends a clear message: the burger is so good, it tastes like it could have been made by a world-class chef.”
The Wagyu is available nationwide from today (9 September) for a limited time across Burger King’s c.600 UK restaurants, priced at £11.
“It’s amazing to see how Burger King UK have made wagyu so accessible to the public,” Ramsay says.
“And I absolutely love how the product celebrates the best of British beef farming.”