McDonald’s Targets Shake Shack With Fancy British Burgers

The chain is taking on upscale mass-market burger options.

Taking the latest step in its evolution, McDonald's is once again trying to shed its "cheap" label and come off with a touch of class. The burger behemoth is trying out a "Signature Collection" of menu items in the United Kingdom, reports The Guardian, in an effort to compete with higher-end chains such as Five Guys and Shake Shack.

The fancier burgers have a fancier price tag to match, checking in at 4.69 pounds (about $7.20). The most expensive burger on a typical U.S. McDonald's menu is the Double Quarter Pounder with Cheese at roughly $4.80. What does that extra scratch get a customer? The burgers feature the "thickest ever patty sold by McDonald's" and a high-quality ingredients such as brioche buns. McDonald's reportedly collaborated with chefs from Michelin-starred restaurants to come up with the recipes.

If the Signature Collection proves popular in the U.K., McDonald's may consider a global expansion of the menu. Eater has reached out for more details.

The chain has attempted all sorts of tricks to reverse its downward trend in recent years. In addition to launching all-day breakfast and build-your-own "Chef Crafted" burgers, it's testing organic burgers in Germany, online reservations in Sweden, and sweet potato fries in Texas.

Meanwhile in South America, McDonald's is once again serving french fries in Venezuela, according to the Associated Press. The world-famous side dish had been missing in the country since last winter due to potato shortages, and Mickey D's fans were stuck eating fried yuca instead.

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