Fast food is slowing down at McDonald’s as it tries to prevent the likes of Five Guys and Shake Shack taking an even bigger bite out of its business.
McDonald’s is launching its thickest ever patty in the UK as part of a new Signature Collection of gourmet hamburgers. They will only be made to order and since they are thicker than the normal burger, customers may have to wait a bit longer for the new BBQ, Spicy and Classic premium range.
“They told us they wanted thicker beef patties, high quality ingredients and freshly prepared,” McDonald’s UK food development director Duncan Cruttenden said in a statement. “We’ve crafted a range that is a truly exciting permanent addition to our menu.”
The range of new burgers was created with the help of chefs from Michelin-starred restaurants.
It is launching in 28 restaurants around London and other parts of the UK on Wednesday, with a nationwide roll out planned for next summer.
If the thicker patty is a hit, McDonald’s could launch the burger in the U.S., where it has been struggling to fend off newer, hipper burger chains.
McDonald’s is also trialing table service in the UK as U.S.-styled gourmet burger joints have been springing up all over the country in recent years.
Home grown burger joints like Byron, MeatLiquor and Dip & Flip have proven Londoners will sit and order a gourmet burger.
Shake Shack now has two London locations, and Five Guys — founded in Virginia in 1986 — has 40 restaurants in the UK and has shown that diners will pay upwards of $13 for just a burger.
McDonald’s is charging around £4.69 ($7) for a Signature premium burger on a brioche-style bun, and £6.19 ($9) for a meal.
Will it be worth the little extra wait?