It's known as the home of 'The Whopper' and Burger King is hoping its latest product really lives up to its reputation. The fast-food giant launched a $200 burger Wednesday — all in the name of charity.
Setting a new record, the world's most expensive burger is available at just one restaurant in West London, England, once a week — but it will eventually be available to order via a hotline.
The fine ingredients of what is called simply 'The Burger' include Wagyu beef, white truffles, Pata Negra ham slices, Cristal onion straws, Modena balsamic vinegar, lambs lettuce, pink Himalayan rock salt, organic white wine and shallot infused mayonnaise in an Iranian saffron and white truffle dusted bun.
Celebrity chef Antony Worrall Thompson told Sky News Online: "It sounds delicious. The ingredients are very good and high powered, but why are Burger King doing it?"
All the proceeds from The Burger sales will go to the Help A London Child charity, which assists young people experiencing abuse, homelessness, disability, poverty and illness.
David Kisilevsky, at Burger King, said: "The Burger reflects our ongoing commitment to producing for a range of different pockets."
The Burger beat the previous world record for the most expensive burger, held by Daniel Boulud for the DB Double Truffle Burger in New York, (1994) priced at $130.
By lunchtime on the first day of The Burger's unveiling, eight had been purchased, said Chef Mark Dowding, the director of new product development and innovation for the fast food chain.
Dowding said he hoped that more than 100 would be sold by the end of the day.