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Swiss Get McDonald’s First Veal Burger

Filed under International, LTO, Marketing, Upscale Burgers

McDonald’s tailors menus to local markets, but the tailoring takes on a different focus depending on the culinary culture. That translated recently to experimenting with goat cheese, Cantal and blue cheese as burger toppings in France, for example. In Italy, McDonald’s has launched the McItaly Vivace burger. Developed by Michelin-starred chef Gualtiero Marchesi, it’s topped with bacon, salted spinach, marinated onions and mayo with mustard seeds. And Iberico ham, Manchego cheese and virgin olive oil top the new McIberica at McDonald’s in Spain.

But in German-speaking markets, McDonald’s menu focus more often has been on innovation around meats, such as last summer’s addition of Nürnburger mini bratwurst and the McBrezel with Leberkäse (meatloaf) in Germany.

The newest examples come from McDonald’s Swiss Weeks promotion beginning this week in Switzerland. The first (as of Oct. 5) of three new LTOs is a fairly straight-forward cheeseburger, the McRaclette with Kaltenbach cheese. But after Oct. 12 the promotional menu gets more interesting. 

That’s when Swiss consumers get the McZűri, the first McDonald’s I know of with a ground-veal patty (100% Swiss veal, by the way). What cheese goes with veal? None, apparently, although there is a mushroom sauce and Rösti (a hash-brown-potato patty).

The final LTO (coming Oct. 19) is another interesting choice for McDonald’s: the McGrillschnägg. It’s a grilled pork sausage curled on top of crispy bacon and a Rösti patty.

A feature on McDonald’s Swiss home page allows consumers to send e-cards to friends alerting them to the arrival of the new Swiss Weeks specials.