Wagyu beef burgers have been trendy at more upscale restaurants that offer burgers around the globe. McDonald’s is attempting to cash in on the craze with a new 100% Wagyu beef burger in Australia. Thus far the reviews have been less than favorable for the fast food giant.
On March 21, the Wagyu burger was debuted in Australian McDonald’s at a reported price of $10.75 AUS ($8.33 USD). The Wagyu burger is sourced from Australian raise Wagyu cattle and being offered for a limited time only. The Wagyu beef patties are accompanied by bacon, caramelized onions, tomato, lettuce, cheese and a “tangy signature sauce.”
Despite the extra toppings and trendy beef the burger hasn’t been greeted to very much fanfare.
A review from This Insider talks about the fancy black box that the burger is served in, but it can’t make up for being “overcooked, it lacked flavor, and it wasn't worth the high price tag.”
On Gourmet Traveller the burger didn’t have much differentiation from a Quarter Pounder by one reviewer and another saying “It feels too fancy and expensive. Somewhere there's a sweet spot, but this burger isn't it.”
Social media had a number of negative reviews, too:
Prior to the burger being released McDonald’s and the Australian Wagyu Association both voiced their excitement for the Wagyu burger.
“The Australian Wagyu Association is delighted with this initiative from McDonald’s Australia, which brings a brand new beef eating experience to their customers by using the world’s best-tasting tender beef. We look forward to hearing how Australians respond to this new addition to McDonald’s menu,” says Matt McDonagh, chief executive officer at the Australian Wagyu Association
“It’s exciting for us to be able to serve up a world first McDonald’s burger that centers on an ingredient we know Australians love – 100% Australian-bred wagyu beef,” says Jenni Dill, chief marketing officer at McDonald’s Australia. “I love the taste of this newest addition to our menu, and am sure our customers will too. But they’ll need to get in quick before we sell out!”
McDonald’s plans to buy more than 280 metric tons of Wagyu beef from Queensland.
“At Macca’s we believe in the quality and taste of Australian produce, and we’re proud of our long history of supporting the Australian agriculture industry. The launch of this burger is further testament to our commitment to use local suppliers wherever possible,” says Robert Sexton, director of supply chain at McDonald's Australia.
With price being the main complaint about the Wagyu burger it is important to point out an Australian Big Mac retails for about half the price at $5.70 AUS ($4.42 USD).