McDonald’s is Introducing Gourmet Burgers and Table Service
"Maccas is going hipster."
For better or worse, you always know what you're getting at McDonald's. Whether you're stopping off on a road trip for something quick and easy or hitting the dodgy end of a long night with nothing but tequila in your belly, Maccas delivers the same mysteriously flat, delicious mess. But now, Aussie McDonald's stores are stepping it up a notch. With the introduction of table service and customisable burgers with new, quality ingredients, Maccas is getting a little bit gourmet.
Sydney's Castle Hill store is the first in Australia to trial the idea, with this new service starting this week. Customers can order their burgers via digital kiosk and choose from 19 ingredients including fancy brioche buns, grilled mushrooms, tortilla chips and nine different sauces. The burgers are then served directly to your table on fashionable wooden boards and newspaper with the hallmark shoestring fries in a wire basket.
Without that familiar red and yellow packaging, the meals look a whole lot like what you might find at popular burger joints like Grill'd — a move which is anything but accidental. As strange as it may seem, burgers are all the rage now. No longer relegated to shameful hungover binges, big brioche buns and quality meats are front and centre on Australia's foodie scene, and McDonald's are getting in on the action.
"All of our innovations have been led by Australians," said McDonald's CEO Andrew Gregory. "What we're really doing here is just what our customers have asked us to do." But it's a move which doesn't come cheap. It's reported that this remodelling strategy will set the fast food titan back a whopping $1 billion.
Though Castle Hill is currently the only Australian store offering the new menu and service, McDonald's plan to introduce it elsewhere soon. If all goes to plan, it will be in place nationwide within 12 months.
As The Courier Mail so tactfully put it, look out: "Maccas is going hipster".
Published on October 05, 2014 by Meg Watson