Customers at two McDonald’s restaurants in Luton are among the first in the country to sample a new range of burgers by the fast-food chain.
The restaurants in Luton Leagrave and George Street in the town are part of a UK pilot for new premium burgers on the menu at McDonald’s.
The Luton fast food outlets have been chosen as two of 28 restaurants to trial the new range. The new burgers were created by McDonald’s team of food specialists and their prestigious Chefs Council.
The council is a team of chefs with a wide range of experience from Michelin starred restaurants to cooking for international royalty.
This range of premium burgers features a thicker beef patty made from 100 per cent British and Irish beef and available in three flavours: The Classic, The BBQ and The Spicy each served in a brioche-style bun.
Headed up by Duncan Cruttenden, food development director at McDonald’s UK, the team of experts used customer insight to create a new range of premium burgers. Three key areas arose from the research which explored the customer’s expectations from a premium burger at McDonald’s – a thicker beef burger, high quality ingredients and freshly prepared.
McDonald’s food development team then worked alongside the Chefs Council to create the new range which aims to deliver on all these areas.
Mr Cruttenden 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.”
The Signature Collection is served in new black packaging, with fries served in matching fry cartons with every Signature order.
As part of the ongoing restaurant transformation programme, McDonald’s has introduced new lay-outs and increased technology to the kitchens, meaning all iconic menu items will be made specially to order for customers.
Due to the thicker patty the new burger takes a little longer to cook than other burgers on the menu which means at quieter times there could be a short wait for a Signature Collection burger.
The trial is taking place in 28 restaurants in London and the South, including Luton, and is set to roll out across the country next summer when the Signature Collection will become a permanent item on the menu in about 400 restaurants already refurbished as part of the ongoing ‘Experience of the Future’ transformation programme.
The new burgers are priced at about £4.69 for a sandwich and about £6.19 for a meal.
Full list of restaurants:
02. Kettering Stanier Retail
03. Caxton Gibbet
04. Bedford High Street
05. Milton Keynes - Midsummer Arcade
06. Milton Keynes - Kingston Centre Retail Park
07. Bedford Interchange Retail Park
09. Colchester Stadium
10. Luton Leagrave
11. Luton George Street
12. Welwyn Garden City
13. London Colney
15. North Finchley
18. Barkingside London
20. Swiss Cottage
21. Cambridge Circus - Charing Cross Rd
22. Cannon Street
25. Wandsworth Drive Thru
27. Woolwich - Church Street Drive Thru
28. Woolwich Powis Street
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