LONDON — McDonald's is launching a range of thicker, premium burgers in the UK to capitalize on a wider trend for quality burgers.
The burgers have been created in partnership with food specialists and a "Chefs' Council" of cooks who have worked in Michelin-starred restaurants and "cooked for international royalty."
The fast food behemoth's research into what customers discovered diners wanted three things from a premium patty — a thicker burger, high-quality ingredients and a freshly made product.
McDonald’s and other burger brands have had to look at their offering in recent years as a myriad of new, more premium burger brands have emerged.
"At McDonald’s, we are committed to listening to our customers and evolving our menu to offer something for everyone," said Duncan Cruttenden, food development director at McDonald’s. "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."
This article first appeared on marketingmagazine.co.uk.