Continuing its global push to localize not just menus but also ingredient sourcing, McDonald’s next month will introduce a new mini burger in France made for the first time with French Charolais beef.
Priced at €2 (about US$2.59), the mini burger LTO will be added to the “P’tits Plaisirs” (Little Pleasures) snack line on Feb. 23. That line currently includes Le P’tit Wrap Ranch chicken/tortilla wrap and Le P’tit Oriental mini burger on pita bread.
Charolais is a beef breed that originated near Charolles, France, and is often crossbred with Angus or Hereford. Adding a Charolaise burger does more than simply provide a marketing point of difference for McDonald’s. It gives France, where the chain has nearly 1,200 restaurants, the agricultural nationalism of home-grown beef that many other markets already boast. McDonald’s websites for the United Kingdom, Ireland, Australia and Italy proclaim that the beef served is 100% locally raised. McDonald’s French website is limited to announcing that 100% French wheat goes into its buns. Burgers, the site says, are “100% pure beef.”
The Charolais burger shows that local ingredient sourcing is as important for the world’s largest restaurant brand as it is for a fine-dining restaurant.
Last year, McDonald’s in Italy partnered with the Italian government to create and market a McItaly burger that featured Italian-sourced beef, Asiago cheese, artichoke spread and bread. That followed McDonald’s introduction of Grand Angus and Mighty Angus burgers in Australia, using a commercial that emphasized the chain’s long and close relationship with Australia’s beef ranchers. Last year, the chain mounted a campaign in England that spotlighted its local supply chain.