McDonald’s opens immersive butcher shop experience in London’s Shoreditch

McDonald’s is opening an immersive butcher shop experience in London’s Shoreditch.

Running for three days only from 17 to 19 September, The Counter by McDonald’s will look like a traditional high street butcher shop, complete with butcher’s blocks and premium cuts of British and Irish beef.

It will aim to give McDonald’s fans a range of hands-on experiences that bring the journey from farm to burger to life. It will also showcase the brand’s patty-making process, albeit on a small scale.

Visitors will have the opportunity to get up close to the whole cuts of premium forequarter and flank beef used in McDonald’s patties, meet the farmers and producers who help supply its restaurants, and learn more about the brand’s sourcing and how it creates some of its menu items. Experts from Food Solutions, who produce McDonald’s beef patties, will also be on hand to answer questions.

In addition, there will be a limited number of bookable masterclass sessions where attendees will be able to press their own patties by hand, sample them freshly cooked, and hear first-hand from the people behind the ingredients. Participants will also take home the patty they created, along with exclusive The Counter by McDonald’s merchandise.

Owen Jones, vice president, supply chain at McDonald’s UK & Ireland, said: “I get a lot of questions about which secret ingredients we use in our burgers to achieve that unmistakable McDonald’s taste.

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“I love telling people just how simple it is. Patties made from whole cuts of 100% British and Irish beef, with nothing added except a pinch of salt and pepper on the grill.

“The Counter is our chance to celebrate the farmers and producers behind our food and give people the opportunity to experience the process for themselves.

“Whether you’re pressing your own patty, speaking to our farming and production partners or simply seeing the ingredients up close, we want visitors to be able to discover the truth about our quality ingredients for themselves.”