From the "Create Your Taste" menu to the recent expansion into the healthy eating realm through McDonald’s Next, it's clear that McDonald's has been trying pretty aggressively to shake off their long lasting brand image as the go-to place for cheap, consistent-in-quality but mostly underwhelming burgers.
See More: McDonald’s Next: NEW Restaurant Review
Further evidence of their initiative comes from their most recent collaboration with Gabriel Choy, the first Asian winner of the The Gordon Ramsey College Scholar and who has also worked at multiple Michelin restaurants in the UK. Together, they have created a pulled chicken burger that uses pulled chicken tossed in tandoori sauce and topped with cheese, coleslaw, a large onion ring, and mayo on a toasted "bakery-style" bun.
The campaign was kickstarted in Tsim Sha Tsui in 14 April when an unbranded food truck with the words "A Burger without Patty" splattered on the side, which invited passersby to board and try the secretive burger. Gabriel Choy introduced the burger personally and the reactions from the customers tasting the burger was filmed with hidden cameras. Then there was a big reveal that the burger was actually created in collaboration with McDonald's.
Although we have not tried the burger, we do know that McDonald's certainly knows how to execute a successful marketing campaign.
The burger is part of a limited-run menu that comprises of BBQ McWings, Thick-Cut Fries, Mango Sundae and Sparkling Green Apple Tea.