Message to McDonald’s: Ireland is definitely not loving it. They introduced a limited-edition “artisan” burger called McMór, topped with cabbage and bacon, just for their customers on the Emerald Isle. But even though the fast food giant claims the burger is artisan, Ireland says it’s a load of blarney.
Ireland has very specific criteria for the word “artisan”: according to their Food Safety Authority, the term only applies “if the product is made in limited quantities by skilled craftspeople, the processing method isn’t totally mechanized and it should use food grown or produced locally where seasonally available and practical.”
Apparently, even though the McDonald’s limited-edition burger is made with Ballymaloe relish, Charleville Cheddar, and a “potato-flaked bun” layered with shredded cabbage atop beef and bacon, it doesn’t pass muster. McDonald’s admitted defeat and removed the word “artisan” from their menus.
“The usage of the term artisan is, as we are now aware, inaccurate in so far as it is in breach of some of the recently launched, voluntary guidelines around the usage of the term in the marketing of food,” McDonald’s said in a statement. “This specific term will no longer be used in any news release around the limited-edition McMór.”