McDonald's is launching a premier burger range to its menu. The move is one of the biggest marketing attempts to push its products.
The fast-food giant has introduced two Angus Beef burgers in restaurants across Australia and New Zealand. The introductions were made after extensive consumer research that showed people wanted a premium burger on the menu.
The launch of a premium range reinforces the brand's focus on choice, quality and convenience.
The reseach showed that customers have left their white table-cloth restaurant experiences and have been looking for convenient, value offerings in the informal eating-out market. This is exactly where Angus burgers fit in.
The advertising will involve above-the-line activity, and a national media tour led by UK etiquette guru Gill Harbord from television series Ladette to Lady. Harbord has been appointed by McDonald's to discuss the results of its equally light hearted ''Mealtime Manners'' consumer survey and help Australians ''fancy up'' their manners in line with the launch.
The Grand Angus and Mighty Angus will sell for $6.45 and $6.75 respectively.