The McDonald's 'Signature Collection' has Thick Burgers and Brioche Buns
Christopher Magsambol — November 4, 2015 — Marketing
McDonald's locations across the UK have began offering the McDonald's 'Signature Collection' as part of the restaurant's upscaling effort. The new collection will feature three new sandwiches that are thicker and offer more gourmet-style toppings.
The burgers will be made using only British and Irish beef and will be available in three different flavors: the 'Classic,' the 'BBQ' and the 'Spicy.' The Classic will be topped with traditional burger toppings and will include premium ingredients like beechwood-smoked bacon. The BBQ will feature barbecue sauce and coleslaw and the Spicy will come with jalapeño slices with Pepper Jack cheese. All of the gourmet burgers will be served on a brioche-style bun.
The introduction of the McDonald's Signature Collection positions the brand to compete with the rise of artisan and premium burger restaurants, which have been gained popularity in recent years.
The burgers will be made using only British and Irish beef and will be available in three different flavors: the 'Classic,' the 'BBQ' and the 'Spicy.' The Classic will be topped with traditional burger toppings and will include premium ingredients like beechwood-smoked bacon. The BBQ will feature barbecue sauce and coleslaw and the Spicy will come with jalapeño slices with Pepper Jack cheese. All of the gourmet burgers will be served on a brioche-style bun.
The introduction of the McDonald's Signature Collection positions the brand to compete with the rise of artisan and premium burger restaurants, which have been gained popularity in recent years.
Trend Themes
1. Premium Fast Food - Premium fast food is a trend that disrupts the traditional fast food industry by offering more upscale offerings with premium ingredients.
2. Gourmet-style Fast Casual - Gourmet-style fast casual is a trend that disrupts the fast casual dining industry by offering more upscale options with quality ingredients, while maintaining the convenience and speed of traditional fast food.
3. Health-conscious Fast Food - Health-conscious fast food is a trend that disrupts the traditional fast food industry by offering healthier options for consumers who want to eat quickly and affordably.
Industry Implications
1. Fast Food - The fast food industry has an opportunity for disruptive innovation by offering more premium and healthier options to compete with the rise of artisan and premium burger restaurants.
2. Fast Casual Dining - The fast casual dining industry has an opportunity for disruptive innovation by offering more gourmet-style options with quality ingredients, while maintaining the convenience and speed of traditional fast food.
3. QSR (quick Service Restaurants) - QSRs have an opportunity for disruptive innovation by offering more premium and healthier options to compete with the rise of artisan and premium burger restaurants, while maintaining convenience and affordability for consumers.
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