I know what you’re thinking – how dare the Beeffanatic sully himself by covering something as horrible as McDonald’s burgers? Well, I feel it is my duty to bring you news of McDonald’s new test: the made-to-order “Signature Collection” of gourmet hamburgers being trial-launched in the UK. They actually launched the test in 28 restaurants around London and in other parts of the UK yesterday – Wednesday the 4th of November – and if the tests go well, it will roll out nation-wide next summer for lucky(?) Brits across the isle.
Being hailed as “our thickest ever patty,” McDonald’s is has announced that the Signature Collection will only be made upon order. They will take longer to deliver to hungry customers, but will be available in three types to start: BBQ, Spicy and Classic.
McDonald’s added in a press release that they were created “with the help of chefs from Michelin-starred restaurants,” who I’m guessing wouldn’t allow their names to be used for the shame of it all.
The burgers will start from £4.69 for just the burger and £6.19 for a meal – which isn’t too bad considering they are specifically targeting places like Five Guys, Shake Shack, Honest Burger and Byron who have been taking a serious bite out of McDonald’s profits over the past several years. Not to mention the rest of London’s burgeoning burger scene where customer’s are proving they are willing to wait longer and pay more for burger excellence.
“They told us they wanted thicker beef patties, high quality ingredients and freshly prepared,” McDonald’s UK food development director Duncan Cruttenden said in a statement. “We’ve crafted a range that is a truly exciting permanent addition to our menu.”
Let’s not be so hasty, seniór Cruttenden, let’s not be so hasty. The success of a McDonald’s extended-wait burger is yet to be seen as are they host of other random experiments such as testing table service. Then again, if the trial is a hit in the UK, McDonald’s has stated they would extend the idea to US locations. With burgers from the likes of Shake Shack and Five Guys starting from around £7.50-8 for just a burger, McDonald’s is definitely trying to flex their global corporate muscles in order to wade into this battle.
If you want to learn more, heaven forbid, about this burger development, check out the menu over on McDonald’s website. Or you can even go one step further and look to see if you’re lucky enough to have one of the 28 trial restaurants nearby: http://www.mcdonalds.co.uk/content/dam/McDonaldsUK/Promotions/2015/Signature_Collection/Signature_Collection_Restaurants.pdf