Oh Lord, Now Even Mickey D's is Whoring Michelin Stars in China With Two New Fancypants Burgers
Well that didn't take long. McDonald's, now realizing that China – perhaps even more than the rest of the world – blindly worships Michelin stars, is rolling out two new Michelin star chef-endorsed burgers to dupe Chinese consumers into thinking it's not fast food they're eating.
The Signature Sauce Bacon Burger (RMB 27) and the BBQ Pineapple Beef Burger (RMB 31) are endorsed by Spanish chef Ramon Freixa, who runs the Michelin starred Ramón Freixa Madrid (amongst other fine establishments).
The new burgers have pride of place on a slate of new menu items launched this week that also includes the Black Forest Flavor Pie, the non-alcoholic (rats) Sangria Flavor Soda Drink (served hot or iced); and a Gingerbread Latte.
The move follows Mickey D's opening of their build-your-own burger joint in Beijing at the beginning of the year in Wangfujing.
Chinese media were invited to a special launch event on December 14, featuring a presentation from the face behind the burgers, Freixa himself, as well as a four-course tasting menu, making for an odd sight: a long, candlelit McDonald's table equipped with cutlery and crockery.
Attendee Jessie Zhang, founder of StarGourmet Communications, said of the event that, "at two hours, it was the longest I have ever spent eating at McDonald's," before praising the pineapple burger especially.
Zhang added that McDonald's aims to have a rotating selection of Michelin starred chefs who will revamp the menu on a monthly basis. "I believe that this is a good move for the young Chinese generation because they are interested in Michelin products but have no direct experience with the brand. at Mcdonald's they can afford to do so."
Hauling out the Michelin name is no new trick on the global food chain's part: they know consumers are increasingly going for gourmet burgers, even at chains. They did the "Michelin Starred Chef approved" thing last year in the UK, promising the high-falutin' items would be permanent additions to the menu in some UK locales.
That's not to say that McDonald's food isn't tasty: in fact, on more than one occasion food critics have been duped into praising an unlabeled burger taken directly from the chain, and even one chef blew a roomful of foodies away with a gourmet meal made entirely of McDonald's products.
No doubt the head honchos at McDonald's have caught on to the fact that China's gone nuts for Michelin stars.
Hong Kong and Macau already have Michelin guides and the country's foodies went nuts when the first-ever Michelin guide for a Chinese mainland city was released for Shanghai three months ago (though leaving a trail of dissatisfied restaurants owners and at least one closed venue in its wake).
Our Fast Food taster tried both burgers and, unlike Jessie Zhang, named the Signature Sauce Bacon Burger a winner and the pineapple-laden one a definite miss.
Frankly, if you ask us, there's no need to go to McDonald's for fancy burgers – save it for when you need something fast. Beijing's got enough gourmet burgers for you to get your fill for many moons: start with our annual rankings of the city's best burgers here.
Image: Steven Schwankert, Jessie Zhang
