McDonald’s first 100% organic-beef burger goes on sale next week when the “McB” joins the chain’s menu in Germany.
Beginning Oct. 1, 2015, the “McB” (below) will be available in the approximately 1,500 McDonald’s in Germany. In addition to the organic beef patty, the burger has Lollo Bionda lettuce, tomatoes, pickles, red onion rings, Edam cheese and sauce. On Oct. 26, McDonald’s unveils the “Long McB” burger with organic beef, arugula, Maasdam cheese, red onion rings, tomato and a spicy sauce in a bun with sunflower seeds.
The beef comes from organic farms in Germany and Austria. In announcing the debut of organic beef, McDonald’s said the company, its suppliers and all its franchisees in Germany “have been subjected to elaborate certification procedures by state-approved organic inspection bodies.”
The “McB” (“B” for bio or organic) puts Germany at the forefront of McDonald’s efforts to improve protein quality. In the U.S. it has sourced only grass-fed beef since 2010; last year it pledged to begin buying at least some verified sustainable beef (raised through socially and environmentally responsible practices) by 2016. This year it announced that within two years, 100% of the chicken it buys will be raised without antibiotics important to human medicine. With about 14,350 U.S. restaurants, adequate supplies of organic or antibiotic-free products take time to develop.
Two weeks ago BurgerBusiness reported on some of the ways competitors are scrambling to protect their breakfast turf as the Oct. 6 launch of McDonald’s all-day-breakfast approaches. It also predicted that Jack in the Box, which always has offered breakfast all day, would move to protect its morning flank soon.
Sure enough, a new Jack in the Box TV spot for its Loaded Breakfast Sandwich—a product it introduced back in February—positions the chain as “Home of Breakfast Served All Day.”
Jack’s protecting its chicken turf, too. On the heels of McDonald’s rollout of Buttermilk Crispy Chicken, Jack has launched a new chicken patty of its own: the Homestyle Ranch Chicken Club with Southern-Style Breading. Bacon, lettuce, tomato and ranch sauce complete the build.