McDonald’s launches grassfed burger in Australia, but shuts overseas restaurants over virus fears


Beef Central (Australia) 

March 24, 2020


GLOBAL burger chain giant McDonald’s has launched a certified grassfed beef burger in the Australian market, under a limited-time offer.


The new grassfed offering under the company’s premium burger line-up is made from 100 percent Australian grassfed beef, the company said in a statement.


It is the company’s first grassfed burger launch worldwide. The burger will cost $9.45 for the item by itself, or $12.55 in a meal deal with small fries and Coke.


For some years McDonald’s has been asked during beef industry gatherings attended by McDonald’s management personnel about prospects for the launch of a certified grassfed burger in Australia. The standard response has always been that the company is prepared to explore such options, but only after it is confident that the supply chain is large enough and reliable enough to service it.


The company last launched a Wagyu beef burger option in March 2018, and before that had major success with its Angus burger range, where popularity forced it to be added to the permanent menu.


“The Grassfed Beef Burger is a delicious addition to our menu that really celebrates terrific, locally-sourced products,” McDonald’s marketing director Jo Feeney said.


“McDonald’s has a long-standing commitment to our local farmers and the agricultural industry and supporting them is at the heart of our business,” she said.


McDonald’s said it would purchase an additional 160 tonnes of certified grassfed beef from Australian producers for the limited-time offer. The burger, available at stores nationwide, includes a certified grassfed beef pattie, Australian-sourced Jack cheese, crispy bacon, whole leaf lettuce, tomato, grilled onions, topped-off with creamy garlic aioli and tomato onion relish on a white bun.


UK stores close, Australia under pressure ...