Aberdeen-Angus producers are reaping the benefits of the ambitious
expansion plans of the eponymous High Street restaurant chain,
Burger King, in their 670 restaurants in the UK, Ireland and Scandinavia.
The premium Angus Burger, launched last year and made from 100%
Aberdeen-Angus beef, is proving a hit with burger lovers and is
set to capture 20% of sales in Burger King outlets.
The Angus Burger sells for a premium of 50p over Burger King’s
popular Whopper Burger.
This week, Burger King rolled out plans to build on the success
of the Angus Burger during a two-day visit to Scotland by senior
company executives to see how Aberdeen-Angus beef is produced on
Visits were made to Robert McNeil’s prize-winning Aberdeen-Angus
herd at Kincardine Castle, Auchterarder, and the headquarters office
of the Aberdeen-Angus Cattle Society at Perth where discussions
on the sourcing of beef for the planned expansion were held with
chief executive, Ron McHattie.
“The Angus Burger is a supply chain partnership with Aberdeen-Angus
breeders and our executive team came away even more confident and
inspired after seeing for themselves the dedication and attention
to detail which goes into producing quality Aberdeen-Angus beef,” said
Burger King’s divisional vice-president for North-west Europe,
“Burger King has always been recognised as a quality brand
and our partnership with the Aberdeen-Angus breed, which is renowned
throughout the world for quality beef, has further reinforced and
enhanced Burger King’s reputation for quality.”
Plans are in hand to boost sales through organic expansion in
existing outlets, a series of product launches based on the Angus
Burger and expansion into other European countries. Products such
as the Three-pepper Angus Burger and the Smokey Blue Angus Burger,
with smoky bacon and blue cheese, are already a big hit with consumers.
The launch of the Angus Burger has been backed by a £5 million
television advertising and marketing campaign which has opened
up the Aberdeen-Angus brand to a whole new and younger generation
within Burger King’s target customer range of 20-25 year
The Angus Burger has come out with flying colours in exit surveys
conducted with customers leaving Burger King restaurants.
“The perception of quality and taste has exceeded our expectations,” said
Mr Minardi. “The Angus Burger is becoming part of the culture
with even celebrity chefs, such as Gordon Ramsay, singing its praises.”
Mr Minardi said the development of the successful partnership
with the Aberdeen-Angus Cattle Society was a priority to ensure
the availability of product to meet projected demand. Burger King
would be working closely with the Society, he said, to ensure the
supply chain was geared up well in advance to meet the company’s
raw material requirements.
Selected cuts of Certified Aberdeen-Angus beef for the Angus
Burger are sourced from meat processors in both the UK and Ireland
and Mr Minardi is looking for producers to expand production to
meet expected future demand.
“The continued expansion of the Angus Burger presents an
exciting opportunity for producers to expand their market but they
must never compromise on quality,” he said. “Both Burger
King and the Aberdeen-Angus breed have built their reputations
on quality and the Angus Burger represents a ‘win,win’ situation
for both parties.”
The Angus Burger is the only burger from a fast food restaurant
chain produced from beef certified as Aberdeen-Angus under the
Society’s certification scheme.
“For the Aberdeen-Angus brand to be exposed to such a large
and new consumer base has to be good news for the breed,” said
Ron McHattie, the Society’s chief executive.
“We look forward to developing a long-term partnership with
Burger King who are determined to raise standards in the fast food
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