McDonald’s Japan went highbrow recently, releasing a trio of special-edition gourmet burgers filled with thick slices of pineapple, black truffles and chorizo sausage for about $10 a pop.
Released in one-day only sales, the premium sandwiches were presented in glossy, white boutique bags emblazoned with the golden arches.
Replacing generic burger boxes were fancy, shiny gift boxes housing sandwiches with names like the Gold Ring, Black Diamond and Ruby Spark, a limited-edition series dubbed the Quarter Pounder Jewelry Series. Sandwiches were released intermittently throughout July and sold for one day only.
Kicking off the series was the Gold Ring, filled with thick slices of grilled pineapple, smokey thick-cut bacon, Monterey Jack cheese and barbecue sauce.
The Black Diamond burger was perhaps the most decadent, featuring grilled mushrooms, onions, cheese and a black truffle sauce, while the Ruby Spark was filled with slices of spicy chorizo sausage, avocado and Pepper Jack cheese.
Major fast food burger chains have faced increasing pressure from smaller, mid-sized brands such as Five Guys, Shake Shack and In-N-Out which tout made-to-order, premium offerings.