How McDonald’s is shifting quality perceptions with its premium burger launch
The ‘Signature Collection’ will be trialled in 28 restaurants in London and the east of England for six months and was created by McDonald’s and its Chefs Council, which includes a team of chefs with a Michelin star background.
The premium burgers are priced at around £4.69 for a sandwich and around £6.19 for a meal, roughly 30p more expensive than a regular meal or burger on the menu.
The brand is hoping to roll out the range across the country next summer and make it a permanent part of the menu in 400 restaurants that have been renovated as part of Read full story ›
Source: Marketing Week
