McDonald’s UK has launched My Burger®, a crowd-sourcing campaign allowing members of the public to design beef burgers that could appear on the menu at over 1,200 UK restaurants.
Online ‘burger builder’
The world’s best-known burger brand has developed an online ‘burger builder’ which can be used to design a customised burger by selecting up to six ingredients from a selection of over 80, starting with a McDonald’s 100% beef patty and a choice of 20 different buns. There are more than one million possible combinations with ingredients ranging from streaky bacon, cheddar cheese and sliced onion to guacamole, chorizo and pineapple chunks.
Each concept can then be shared online to gain public votes.
On 29 June, the 12 most popular burgers will be assessed by the My Burger judging panel, which includes England rugby legend and Masterchef winner Phil Vickery MBE, McDonald’s representatives, an independent expert and a member of the public. The panel is tasked with selecting the five best burgers to appear in restaurants over a five-week period in October and November 2014.
Fantastic ingredients + great name
Phil Vickery MBE said: “A great burger is more than just a combination of your favourite ingredients. There needs to be a good balance of flavour, texture and appearance. What’s more, the best ones need a great name to go with it. There are some fantastic ingredients to choose from and having had a chance to design and cook my own burger, I’m excited to see what people come up with.”
Customisation + digital engagement
Alistair Macrow, Senior Vice President, Chief Marketing Officer, McDonald’s UK said:
“Customisation and digital engagement are becoming an integral part of how consumers interact with companies and we want to continue to innovate as a brand. That’s why we’re giving our customers the unique chance to design their own burger online with the potential for it to sit side-by-side with the likes of the iconic Big Mac®. To canvass the public’s support and pass the taste test of our judging panel, customers will have to think about what looks, sounds and tastes great.”
The McDonald’s My Burger campaign will run online between 20 May and 15 June with the My Burger panel presentation on 29 June 2014. The five winning burgers will be available in restaurants for one week each between 15 October and 18 November 2014.
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