McDonald's takes a bite of premium burger market with 'Signature' range

McDonald's: introduces Signature burger range
McDonald's: introduces Signature burger range

McDonald's is launching a range of thicker, premium burgers in the UK to capitalise on a wider trend for quality burgers.

Three new Signature burgers, called The Classic, The BBQ and The Spicy, will go on sale in 28 restaurants around in the UK. Each one will be served on a brioche bun.

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 wanted from a high-end patty discovered diners wanted three things – a thicker burger, high-quality ingredients and a freshly made product.

McDonald’s and other high street burger brands have had to look at their offering in recent years as a myriad of new, more premium burger brands have emerged.

Duncan Cruttenden, food development director at McDonald’s, said: "At McDonald’s we are committed to listening to our customers and evolving our menu to offer something for everyone.

"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."

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