Some of you may remember that a few months back I got the opportunity to work with McDonald’s UK. This was really exciting as I had the chance to check out their technologies of the future, and see the new features installed in to different restaurants. One thing I did notice was how forward thinking McDonald’s are as a company. In order to keep a world wide billion dollar business constantly on top of its game, then it has to be developing and moving forward at a rate in which the consumers want.
McDonald’s New Addition
I was really excited when another McDonald’s UK opportunity landed in my inbox. They have spotted a gap in the market for a more high end menu, that provides customers with higher quality food, but still at a competitive price and still under the term of fast food. The Signature Collection was born from this idea, and it is slowly being introduced to McDonald’s restaurants up and down the country. Liverpool are lucky as a few restaurants across the city have this new collection available. I was invited along to the new franchise on Great Homer Street to try out the new burgers and to learn more about the collaboration between McDonald’s and fashion designer Julien Macdonald OBE.
The collaboration between Julien and McDonald’s UK came about through Julien’s reputation as a British designer, with a penchant for embellishments and glamour. Julien is a designer of glamourous women’s clothing. His dresses have been worn by many well known celebrities and his fashion week shows are very well attended and sort after by glamour and luxe loving ladies.
His design of the limited edition food box fits in perfectly with the Signature menu launch. Julien Macdonald stated, “I drew inspiration from my fashion creations and iconic embellished red carpet dresses. This was translated into a gold baroque box, which is the perfect packaging for the luxury McDonald’s Signature Collection burger.”
Launch of the Signature Collection
The launch night was hosted by Franchisee Mark Blundell, it involved myself and other local bloggers Danielle and Samm, customers, and competition winners all sampling the new menu in a transformed area of the restaurant. There was black carpets, a luxury throne, waiting on staff, and a chance to mingle with chefs from the McDonald’s food council.
The food council is responsible for the food development at McDonald’s and is made up of food specialists and chef’s that have worked at Michelin star restaurants. These guys are responsible for all new launches and I took the chance to thank one of them for the incredible Spicy Cheese Nacho Bites that were a part of the recent limited edition American Style range, they were genius.
The Classic Burger
Enough of them and more about the new burgers though. I tried out the Classic Signature Burger. It was made up of a patty that is the thickest McDonald’s has on offer, currently in the world, with an added cheese slice, some bacon, mustard mayonaise and ketchup, all on a brioche bun, it was simply delicious.
All the Signature burgers come with the large patty’s and all on a brioche bun. The other burgers are the Spicy and the BBQ, I heard great things about each of these. Packed with flavour and very delicious. You can use the McDonald’s website to see where these burgers are being served near you.
It was a brilliant evening to be a part of, and it was great to see the bejeweled Signature box in person. This jeweled box, hand decorated by Julien Macdonald OBE, is being auctioned off for the Ronald McDonald charity at Alder Hey Children’s Hospital. I really hope it goes for a wonderful profit.
Have you tried one of the burgers yet? Let me know what one is your favourite.