Do the public want upmarket burger chains?
In an attempt to appear more upmarket, Burger King is introducing an £85 burger while McDonald's is providing its staff with designer uniforms, but will they be successful? Here you can see a short video on what the public thinks about burger chains opting for a more premium image.
Burger King is planning to roll out the UK's most expensive burger as part of a wider strategy to boost its premium credentials. It is set to launch in May in a limited number of outlets in upmarket central London locations. Burger King came up with the idea after Selfridges ditched an £85 sandwich it had served, containing black truffles and rare brie cheese. It plans to match or exceed this price.
The driving force behind the initiative is to promote Burger King's offering as more premium than that of McDonald's. This year it intends to position itself as a casual dining outlet and has taken inspiration from US themed chains such as TGI Friday's. It plans to roll out a number of exotic burgers using ingredients such as tiger prawns, steak and guacamole.
Meanwhile McDonald's has revealed that it is providing its staff with a new range of uniforms designed by Bruce Oldfield, famous for dressing Princess Diana, Jemima Khan and Sienna Miller, in an attempt to appear more upmarket.
The old outfit's bright colours have been replaced with more subtle shades of black, beige and brown for the air-hostess style uniforms. Female management and front of house staff will wear high heels, pencil skirts and scarves, male counterparts will have suits, and the staff who serve the food will wear polo shirts, all in similar colours.
Oldfield said that it had been fun to design the "contemporary look" for employees at McDonald's and that he had come up with a design that is practical and stylish.
In a previous attempt to change people's perceptions McDonald's last year started a campaign to get the Oxford English Dictionary to change its definition of a 'McJob'.
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