Burger King Is Fighting To Get A Michelin Star For New Menu Item
Image via Burger King Belgium
Burger King restaurants around the world are pulling their weight. Not only has the Danish wing taken over McDonald’s customer service on social media, but Burger King Belgium is also now pressing to be Michelin star-recognized.
In a new letter addressed to “Michelin Guide inspectors,” Burger King Belgium CEO Kevin Derycke attempts to convince the prestigious food standard into shortlisting the chain’s new Master Burger.
“First you are entranced by the hypnotic scent of a perfectly flame-roasted Angus patty swathed in a soft white bread bun,” he pens poetically. “Then your taste buds are exhilarated by a whirlwind of flavors: melting cheddar cheese, wholegrain mustard and onion mayonnaise, crispy bacon, juicy tomato, crunch arugula, and a tidal wave of… Sorry, we’re getting a little carried away.”
He also acknowledges that while Burger King doesn’t offer fancy cutlery or valet service, Michelin Guide inspectors should take its other perks into account: “How many places does your little red book have that serve exceptional dishes that are on the table in five minutes, and where you don’t have to book three months ahead?”
The creative was produced by advertising agency Buzzman Paris.
Amazingly, the Michelin Guide is now considering, or at least toying with the idea of, including the Master Burger in its upcoming ranking for the Michelin Guide for Belgium and Luxembourg.
It responded that the Master Burger was “ready for tasting,” and that a Michelin Guide inspector would head down to review the new menu item for “product quality, mastery of cooking techniques, harmony of flavors, personality of the chef, [and] consistency between visits and menus,” whether or not there’d be “silver service” during those trips.
Click to view enlarged version
Click to view enlarged version. Image by Buzzman Paris via Ads of the World
Click to view enlarged version
Click to view enlarged version. Image by Buzzman Paris via Ads of the World
[via Ads of the World, images via various sources]
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