McDonald's looks to improve brand image with premium burger launch

After four years in the making, fast food giant McDonald's is set to launch its 'Signature Collection' as it looks to change the perception of its burgers' quality by the British public.

Victim of its fair share of bad press in the past few years, including a long campaign with Celebrity Chef Jamie Oliver, the American fast-food giant is trying to turn the tables and right the image that has been set by its doubters, while listening to feedback from its customers.

The new range of premium burgers feature a thicker, 100% British and Irish beef patty available in three varieties – The Classic, The BBQ and The Spicy.

The range should be rolled out next summer, 2016, following a six month trial across 26 outlets in London and the east of England.

Priced at around £4.69 for the burger alone, and £6.19 for a meal, the collection comes in at about 30p more expensive than its regular predecessor. As part of the on-going change, McDonald's is set to introduce new restaurant layouts and kitchen technology allowing menu items to be made to order for customers.

A strong PR campaign from the food giant, but the proof will come from the taste. Find out more about the collection here.