Some McDonald’s restaurants in London on Wednesday started selling a new thicker burger patty.
The premium patty is being tested with plans to make it available at 400 McDonald’s in the United Kingdom beginning next summer. The patties are made from British and Irish beef.
The thicker patty is an effort to compete with local burger chains as well as Shake Shack and Five Guys, two chains the Oak Brook company does battle with in the U.S. too.
The premium burgers are prepared to order and served in distinctive black packaging, MarketWatch reported.
“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 to CNNMoney. “We’ve crafted a range that is a truly exciting permanent addition to our menu.”
McDonald’s early this year promoted chief brand manager Steve Easterbrook to chief executive in an effort to reverse the hamburger giant’s slide.
The company has worked to simplify its menu, launched new marketing campaigns, and made many breakfast menu items available all day.
