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

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

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

Three new Signature burgers, called The Classic, The BBQ and The Spicy, will go on saleEach 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.

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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