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A Bigger Big Mac in Germany

Filed under Advertising, Global Burgers, LTO

McDonald’s European operation loves America, especially New York. A New York Classic double burger is currently on offer in Austria and the NYCrispy has been one of the most popular LTOs across Europe in the past year. But now McDonald’s in Germany is daring to improve on the American favorite by introducing what it calls a Bigger Big Mac. A TV commercial featuring German tourists in New York City backs the burger’s arrival.

The Bigger Big Mac is promoted as being 45% larger than the standard, which would put the combined weight of its two beef patties at about 4.6 ounces, or slightly larger than a quarter-pound. Toppings are the same as the jingle’s “two all-beef patties, special sauce, lettuce, cheese…” etc.

If new McDonald’s CEO Don Thompson is serious about importing menu items that do well internationally, the Bigger Big Mac could be an ideal candidate, assuming it scores in Germany.

Along with the Bigger Big Mac, McDonald’s in Germany is offering “American Fries,” which are thick steak fries, and a double-patty bacon cheeseburger Steakhouse Classic burger. Joining the breakfast menu is a panini-style McToast sandwich.

Another McDonald’s menu trend in Europe has been the creation of “national pride” items using local beef or other ingredients. In Italy, where it previously offered the chef-created McItaly Adagio burger, the chain now has created the “Il Mac di McDonald’s” burger with authentic Parmigiano-Reggiano cheese. The Il Mac is a version of the upscale “M” burger it has tried elsewhere in Europe.

2 Responses to A Bigger Big Mac in Germany

  1. Awad Paul Sifri

    McDonald’s keeps moving ahead and that is why it remains leader of the QSR pack. It is never satisfied and it is one of the most innovative QSR companies. Borrowing from the global markets, where Mcdonald’s seems to be most innovative, is a great way to enrich the core menu and give it more pizzaz. McDonald’s German ad agency has consistently brought in many new concepts, ideas, products, perspectives, over the years.

  2. Tom

    A Bigger Big Mac is not really new in Europe. it has been around a few times and in a few countries already: