Fitness has become a common focus for Australians – and fast food outlets faces the challenge of more health-conscious customers. In response, hamburger chain McDonald’s recently launched a trial for a gourmet burger range in Castle Hill, Sydney.
Following the rend of other burger places in Australia, McDonald’s is allowing customers to choose the types of bun, sauce, burgers and toppings they prefer. The company says its aim is to provide a “healthier” choice for consumers.
The trial did not only come as a shock for consumers but also for McDonald’s employees.
Manager of West Melbourne’s McDonald’s branch Leonard Sangalang says he was surprised by the idea.
“This product is quite different. I know that McDonald’s will have a lot of competitors in regards to this burger but I am sure they will deliver a great quality burger with the help of marketing as well,” he said.
The trial is to be carried out for six to nine months before McDonald’s Australia makes a final decision of launching the range nationwide.
Accredited practising dietician Emily Bonnell says it is great for the brand to have more varieties, but delivering the promised “healthier”‘ burgers will be challenging.
“I think that introducing a gourmet range has been a smart business decision by McDonalds. However, consumers need to be aware that ‘gourmet’ does not necessarily translate to ‘healthy’,” Ms Bonnell said.
“The types of buns on offer do not include wholegrain options, Angus beef does not necessarily refer to the nutrition quality of the meat and the addition of herbs to mayonnaise and aioli, while delicious, does not add evidence-based health benefits.”
Although offering the “healthier” options, McDonald’s did not get rid of their famous fries. Ms Bonnell said this certainly affects the whole idea of healthier eating.
“If McDonald’s is planning to attract health-conscious customers, I would recommend that they include other options such as salad to accompany the burgers. Fries are not the healthy option,” she said.
