McDonald’s has launched a new upscale “Signature” menu lineup in Switzerland that boasts a $12 burger called The Prime along with a range of Caesar salads.
This is in line with the trend, tipped here earlier, to QSRs making menus unabashedly fancier in style and preparation.“Posh Making a Comeback on Menus” was the headline on that post. It referenced the revival of the “M Selections” line at McDonald’s in Australia; Red Robin’s white-glove-and-pearls presentation of its high-price Finest burger line; the “Casual attire. Formal flavor” line used to promote McDonald’s Bacon Clubhouse burger in the U.S. and more. Add Switzerland to the list.