Would you like fries with that?

In London, Burger King is about to offer a burger for £85. That’s $167.45 US dollars. As part of a strategy to boost their premium market, the burger we’ve come to know will now likely contain wagyu beef and foie gras.

To make it fancy.

The driving force behind the initiative is two-fold: to convince diners that Burger King is not just a one-stop shop for grease, fat and carbs, but to also prove they are more high-scale than McDonald’s. In addition to the burger that costs more than I would ever spend on shoes (and I love shoes), plans for a number of exotic burgers using ingredients such as tiger prawns, steak and guacamole are in the works.

But McDonald’s is fighting back. UK execs have hired design legend Bruce Oldfield (he has designed for Princess Diana and Sienna Miller, among others) to revamp the uniforms you know and love. The goal? To reflect a more affluent, sophisticated image.

This means that bright colors will be replaced with muted blacks, beiges and browns and female management and front of house will wear high heels, pencil skirts and scarves. Men will wear suits.

Are you laughing yet?

The Chief People Officer for McDonald’s said, “The new uniform reflects how there is now a more up-market feel to the business. You still have the value meals but there are also the premium ones, and these uniforms give a more premium feel.”

Still laughing? Me too. Because working for an agency that caters to an affluent market, I feel like I need to send these UK fast food chains a message:

KNOW YOUR AUDIENCE.

Just as I would never pitch high-end electronics to a publication looking for design on a dime, these restaurants should know that their “clients” want the food they know and love — quick, easy, familiar and affordable.

Know your demographic. Can Burger King customers afford a burger with such a hefty price tag? Perhaps some, but all? No way.  Seems to me like this PR team was standing a little too close to the frialator.

As for me, I don’t think I’ll be frequenting either establishment. I’m much more of a Wendy’s girl.

Posted by: Molly

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