McDonald’s will open an “immersive butcher shop experience” in Shoreditch as part of a limited-time campaign promoting its beef production process.
Open from 17th-19th September, The Counter by McDonald’s will aim to recreate a traditional high street butcher shop complete with butcher’s blocks, premium cuts of British and Irish beef and hands-on experiences to inform customers about the “farm to burger” journey. The Counter will showcase the patty-making process on a smaller scale.
Visitors will have the opportunity to get up close to the whole cuts of forequarter and flank beef used in McDonald’s beef patties, meet the farmers and producers who help supply restaurants across the UK and Ireland and learn more about McDonald’s sourcing. OSI Food Solutions, which produces McDonald’s beef patties, will also be on hand to answer questions.
A limited number of bookable masterclass sessions will offer a deeper dive into the story behind McDonald’s beef burgers. Hosted by McDonald’s chefs and producers, these 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.
Owen Jones, Vice President, supply chain at McDonald’s UK & Ireland, said: “I get a lot of questions about which secret ingredients we use in our burgers to achieve that unmistakable McDonald’s taste. 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 is open to the public from 1.30pm to 5.00pm Thursday 17th September-Saturday 19th September at 149 Shoreditch High St, London, E1 6JE.
