McDonald’s introduces cutlery for its gourmet burger
The revolutionary move has been made in France, a nation famous for its culinary world.
The recyclable cutlery has been tested in ten branches of the fast food chain. After proving successful, it was launched in 1,400 restaurants throughout the country. However, knives and forks will only be available for McDonald’s signature gourmet burger.
The innovation is more of an “evolution” than a “break from the past”, like the launch of table service, according to Xavier Royaux, marketing chief of McDonald’s France. 75% of French restaurants have burgers on their menu, while 80% say that steak frites are the most popular dish.
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“For a long time now we have seen a change in the burger market, a multiplication of offers, among these the offers of gourmet burgers, so as a pioneer it is vital we position ourselves,” Royaux said.
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