Is Burger King's New Premium Burger with Gordon Ramsay Worth the Hype?

This article explores Burger King® UK's latest gourmet offering, The Wagyu burger, crafted from 100% British wagyu beef. This premium product, endorsed by chef Gordon Ramsay, aims to deliver a high-quality burger experience at an accessible price, setting a new standard for quick-service restaurants in the UK.

Last updated: 22 September 2023 (BST)

Key Takeaways

• The Wagyu burger features 100% British wagyu beef and is priced at £11.
• Endorsed by Gordon Ramsay, who calls it "amazing".
• Available nationwide for a limited time, starting 9 September 2023.
• Crafted by Burger King’s Food Innovation Director, Christian Binney.
• Accompanied by new Loaded Truffle Fries as part of the offering.

The Evolution of Burger King’s Menu

Burger King has long been known for its flame-grilled burgers, but The Wagyu represents a significant step towards gourmet offerings within the fast-food sector. With increasing competition in the quick-service restaurant market, brands are continually innovating to attract discerning customers. The introduction of The Wagyu burger aims to elevate the brand's appeal beyond the traditional fast-food experience.

Why Wagyu Beef?

Wagyu beef, originally from Japan, is famed for its rich marbling and tender texture. The fat content in wagyu is distributed throughout the meat, providing a unique melt-in-your-mouth quality. However, Burger King has adapted this luxurious ingredient for a British audience by sourcing wagyu from local farms. The cattle are crossbred with British dairy cows to create a product that reflects local farming practices while retaining the prized characteristics of wagyu.

The Making of The Wagyu

The development of The Wagyu burger took over a year, with the Burger King team carefully selecting the right beef qualities. Christian Binney, the Food Innovation Director, emphasised the importance of creating a gourmet product that maintains affordability for the average consumer.

“With wagyu beef, the fat actually runs all the way through the structure, making it melt in your mouth,” Christian explained. This burger aims to offer a taste experience that stands out in the fast-food category, appealing to both loyal patrons and newcomers alike.

What’s Inside The Wagyu Burger?

The Wagyu burger is not just about the beef; it’s a carefully crafted flavour experience. Here’s what you can expect:

• Wagyu Beef Patty: A generously sized 100% British wagyu beef patty, flame-grilled for that signature Burger King taste.
• Toppings: The burger features caramelised onions, pink pickled onions, and crispy onions, creating a delightful mix of flavours and textures.
• Rocket: Adds a peppery bite and visual appeal.
• Caramelised Onion Mayo: Enhances the overall flavour profile with its creamy texture.
• Brioche Bun: Soft seeded brioche that complements the richness of the beef.

The Endorsement of Gordon Ramsay

Gordon Ramsay’s involvement has undoubtedly added credibility to The Wagyu burger. His endorsement highlights the quality of the product, which he describes as "flaming great." Ramsay's participation in advertising campaigns also aims to attract a broader audience, drawing in those who might usually shy away from fast-food options.

Despite his involvement, Ramsay was not involved in the creation of the burger, which is a point highlighted in the marketing materials. This humorous twist allows consumers to focus on the quality of the burger rather than the celebrity endorsement.

Consumer Reactions and Reviews

Early reviews from food critics and customers alike have been overwhelmingly positive. Courtney Pochin, a food writer, described The Wagyu as "the best burger I’ve ever tried from Burger King." She praised the quality of the ingredients, stating that the burger stands apart from typical fast-food offerings.

Critics have noted that the balance of flavours, from the beefy richness to the sweet and acidic notes of the onions, creates a harmonious eating experience. This attention to detail sets The Wagyu apart as a premium burger in a competitive fast-food landscape.

The Pricing Strategy

The Wagyu burger is priced at £11 for the standalone item or £13.50 for a meal. Pricing may vary slightly based on location and delivery options. This pricing strategy positions the burger as an affordable luxury, making high-quality ingredients accessible to a wider audience.

For those wishing to enjoy The Wagyu at home, it is exclusively available via Deliveroo until 22 September 2023, after which it will be offered through additional delivery services.

What’s Next for Burger King® UK?

Christian Binney has hinted at more wagyu-related innovations in the future. The launch of Loaded Truffle Fries, described as the "perfect pairing" for The Wagyu, suggests that Burger King is committed to expanding its gourmet offerings. These new items aim to cater to customers looking for both value and an elevated dining experience.

“We’ve seen great growth in our gourmet platform,” Binney noted, indicating the brand’s strategy to cater to a growing segment of consumers seeking premium fast food options.

Conclusion

The introduction of The Wagyu burger marks a significant moment for Burger King® UK, showcasing the brand’s dedication to quality and innovation. With endorsements from culinary icons and positive early reviews, this burger may set a new benchmark for what consumers expect from quick-service restaurants. As the fast-food landscape continues to evolve, it will be interesting to see how Burger King leverages this new product to attract and retain customers.

Will you try The Wagyu burger? It certainly represents a new frontier for fast food in the UK. #WagyuBurger #BurgerKingUK #GourmetFastFood

FAQs

What is The Wagyu burger from Burger King?

The Wagyu burger is Burger King® UK's latest offering, featuring a patty made from 100% British wagyu beef, topped with caramelised onions, pink pickled onions, and other gourmet ingredients, all housed in a brioche bun.

How much does The Wagyu burger cost?

The Wagyu burger is priced at £11 for the standalone item and £13.50 for a meal. Prices may vary based on location.

Where can I buy The Wagyu burger?

The Wagyu burger is available at Burger King locations across the UK and can also be ordered via Deliveroo until 22 September 2023.

Is The Wagyu burger available for a limited time?

Yes, The Wagyu burger is a limited-time offering, available from 9 September 2023, with no specified end date yet announced.

Who endorsed The Wagyu burger?

Celebrity chef Gordon Ramsay has endorsed The Wagyu burger, praising its quality and taste, although he was not involved in its creation.