McDonald’s U.K. is beefing up its burger patties in the latest effort to compete with growing premium chains.
The chain Wednesday announced the rollout of three new “Signature Collection” burgers that will be available in 28 locations across the U.K. Developed by McDonald’s Chefs Council—an internal team of chefs with varied experiences that include working in Michelin starred restaurants-- the new burgers feature high quality ingredients and a thicker patty made from “100% British & Irish beef.”
“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,” Duncan Cruttenden, Food Development Director at McDonald’s, said in a statement.
The Signature beef burgers come in three flavors: The Classic with Beechwood smoked bacon, a slice of cheddar cheese, whole grain mustard mayo, ketchup, Batavia lettuce and red onion in a Brioche-style bun; The BBQ with smoky BBQ sauce, coleslaw, red onion, Batavia lettuce, Beechwood smoked bacon and cheddar cheese; and The Spicy with jalapeno slices, Pepper Jack cheese, Batavia lettuce, and a spicy relish. All sandwiches are served on a “Brioche-style” bun.
The chain has not stated how much thicker the new patties will be than the standard burger but unlike Big Macs and Quarter Pounders, the Signature burgers will be grilled fresh to order-- meaning customers will have to wait a little longer.
The rise of so-called gourmet burger joints like Shake Shack and Five Guys have taken a bite out of the chain’s U.S. business with fresher toppings. The same story is happening overseas. Five Guys now boasts 40 U.K. locations and though Meyer’s burger restaurant only has two U.K. locations, other British brands like Byron, MeatLiquor and Dip & Flip have slowly been encroaching on McDonald’s U.K. burger business, reports CNN.
McDonald's Signature burgers cost about £4.69 ($7) per sandwich, and £6.19 ($9) for a full meal.