McDonald's France intros burger by 'la McFork'

June 15, 2017 | by S.A. Whitehead

McDonald's may be the iconic American brand, but at least in France this month the brand has made a concession to the sensibilities of the oh-so-refined tastes of that nation by introducing forks and knives for the brand's new high-end "Signature" burger. 

The United Kingdom's popular Mirror newspaper reports that — in a bid to compete with the influx of gourmet burger chains today -— McDonald's France is piloting recyclable plastic forks and knives for its Signature burgers, beginning this week at 10 French McDonald's outlets. 

The higher-end burgers are about double the cost of other burgers at the chain (which customers will just have to eat with their hands, thank you)  in France. Signature burgers are cooked to order and served on a brioche-style bun with options like blue cheese and bacon.

McDonald's market chief for France, Xavier Royaux, is quoted in the Mirror as telling reporters, "In recent months we have seen a reorganization of the burger market. Among things on offer are gourmet burgers, so as a pioneer and leader it was essential to position ourselves.

"Cutlery is a development rather than a break with the past, in the same way that we've brought in table service, now available at more than 80 per cent of our restaurants."

The cutlery pilot will roll out eventually to all 1,400 McDonald's outlets in France, and could then move to the U.K. if the option proves successful. France is the chain's second most popular market, right behind the U.S. where we relatively uncouth Americans — at least for now — have to continue eating our burgers with our grubby little hands. 

Photo: iStock

Topics: Burger/Steak/BBQ, Business Strategy and Profitability, Customer Service / Experience, International

Companies: McDonald's

S.A. Whitehead

Award-winning veteran print and broadcast journalist, Shelly Whitehead, has spent most of the last 30 years reporting for TV and newspapers, including the former Kentucky and Cincinnati Post and a number of network news affiliates nationally. She brings her cumulative experience as a multimedia storyteller and video producer to the web-based pages of and after a lifelong “love affair” with reporting the stories behind the businesses that make our world go ‘round. Ms. Whitehead is driven to find and share news of the many professional passions people take to work with them every day in the pizza and quick-service restaurant industry. She is particularly interested in the growing role of sustainable agriculture and nutrition in food service worldwide and is always ready to move on great story ideas and news tips.

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