McDonald ‘s has been worried for a long time because of its constantly dipping sales. As new burger joints open every day and launch more variety in fast food, innovation seems the only respite. Following the same course, McDonald’s will be launching its thickest ever patty in the UK. The launch would be a part of the new Signature Collection of Gourmet Hamburgers. These burgers will only be available as made to order. And since they will be thicker than the normal burgers, customers will have to wait a tad longer for the new BBQ, Classy and Spicy premium range.
The decision was taken by the company after realizing competitors like Five Guys and Shake Shack have taken away a huge chunk of business. After some research, it was observed that the customers wanted thicker beef patties and freshly prepared high quality ingredients. This new range is exclusively designed and McDonald’s thinks it’s an exciting and permanent addition to the menu. The range has been prepared with the help of chefs from Michelin-starred restaurants and is promising to satisfy varied taste buds.
This thicker and more fulfilling patty will be launched on Wednesday in 28 restaurants around London and other parts of the United Kingdom. In addition to this, an extensive nationwide rollout is planned for the next summer. Also, if the thicker patty is a hit, McDonald ’s might launch these burgers in the US too. The action might help the food chain giant as it faces stiff competition from newer and h fast food chains.
To keep up with the latest trends and enhance business, McDonald ’s is also trialing table service in the UK. This decision was taken after multiple US styled gourmet burger joints were started all over the country. It seems like Londoners are ready to sit and wait but will prefer gourmet burgers in their meals. The trend is already being followed by home grown burger joints like Byron, MeatLiquor and Dip & Flip.
Shake Shack (SHAK) has two London locations and Five Guys has 40 restaurants in the UK. Their performances have proved that diners are ready to pay more than $13 for a burger. But, these new burgers launched by McDonald ’s are charged quite reasonably. A signature premium burger served on a Brioche styled bun is priced at $7 while the meal will cost $9.
The patties of these gourmet burgers will be made from British and Irish beef and the burgers will be served in a distinctive black packaging. The entire campaign is a part of McDonald’s effort to reverse the downslide seen by the company in the past few years. The company also plans to launch simplified menus, initiate newer and effective marketing campaigns and make the breakfast items available all day.
These major decisions have been taken after the Chief Brand Manager Steve Easterbrook was promoted as Chief Executive. McDonald ’s hopes to make an impactful comeback with these gourmet burgers.
Be the first to comment on "With Thicker Patties, McDonald ’s Plans to Launch Gourmet Burgers"