McDonald’s is to launch its first immersive butcher shop experience, ‘The Counter’, to showcase exactly what’s in its beef burgers.
Opening for three days from 17 to 19 September in Shoreditch, London, the pop-up will recreate a traditional high street butcher shop complete with butcher’s blocks, premium cuts of British and Irish beef and hands-on experiences.
The Counter will showcase the process behind the patty-making process on a smaller scale, replicating how McDonald’s beef patties are made before they reach restaurants across the UK and Ireland.
Visitors can see the whole cuts of premium forequarter and flank beef used in the patties, meet the farmers and producers who help supply restaurants, learn more about McDonald’s sourcing and how they create some menu items.
Experts from OSI Food Solutions, who produce McDonald’s beef patties, will also be on hand to answer any questions.
A limited number of bookable masterclass sessions will also be available. Hosted by McDonald’s chefs and producers, the sessions will give attendees the opportunity to press their own patties by hand, sample freshly cooked beef patties, and hear from the people behind the ingredients.
Participants will take home the patty they have created, along with exclusive The Counter by McDonald’s merchandise.
“I get a lot of questions about which secret ingredients we use in our burgers to achieve that unmistakable McDonald’s taste,” said McDonald’s UK & Ireland supply chain vice president Owen Jones. “I love telling people just how simple it is. Patties made from whole cuts of 100% British and Irish beef, with nothing added except a pinch of salt and pepper on the grill.
“The Counter is our chance to celebrate the farmers and producers behind our food and give people the opportunity to experience the process for themselves. Whether you’re pressing your own patty, speaking to our farming and production partners or simply seeing the ingredients up close, we want visitors to be able to discover the truth about our quality ingredients for themselves.”
The Counter will be free to visit and open to the public from 1:30pm to 5pm 17 to 19 September at 149 Shoreditch High Street, London.
No comments yet