Robert Forster reports that McDonalds aims to sell higher quality beef burgers for more money. McDonald’s has been trialling a premium range of higher priced beef burgers as 28 London restaurants since November 4th – and if the pilot is successful it will roll them out in another 400 outlets next summer.
The move should be welcomed by processors and finishers because mince is not just the single biggest selling carcase item in the UK it is among the very cheapest too – and any lift in value will have a positive impact on overall carcase value.
Moves towards higher priced, so-called gourmet burgers, have been evident for some time and McDonalds contribution to the trend is to launch its freshly prepared “Signature Collection”.
The principal difference is a bigger, thicker, burger (patty) and these will be offered under the Classic, BBQ and Spicy flavour ranges.