What comes to mind when you think Michelin Star? Probably truffles, Gordon Ramsay, and a two-month waiting list.
I’m sure you don’t picture fast food — but that’s not what Burger King wants you to think.
The fast-food giant is now saying that one of its burgers deserves a coveted Michelin Star.
If you’re not familiar with the Michelin guide, it’s the ultimate recognition in the culinary world. It started out as a travel guide made by the tire manufacturer.
The guide debuted in France in 1900 and was for the emerging world of motor travel.
The guide would lay out the best places to stop, stay, and eat. Over the years, the guide became synonymous with food and became the leading authority of the best places to eat.
It expanded around the world and they developed a three-star ranking system. Each star has its own specific standards:
- 1 star: a very good restaurant
- 2 stars: excellent cooking that is worth a detour
- 3 stars: exceptional cuisine that is worth a special journey
As of right now, there are only 105 three-star restaurants in the world.
How Does Burger King Fit In the Picture?
There’s a better possibility of getting one or two Michelin stars, but this still demands great food.
Burger King believes they should be considered and has undertaken a marketing campaign to promote this.
This started in Belgium with the new Master Angus burger. The burger in questions features,
“a soft bun, a creamy sauce with mustard and onion, crispy onions, fresh tomatoes and flame-grilled Angus meat. Silver cutlery not included.”
The silver cutlery remark seems to be a sly dig at the high-end culinary world.
They believe the burger to be worthy of recognition and have encouraged people to sign a petition to support them.
Burger King believes they stand out as they can provide an elite burger that can be served in just 5 minutes.
The company concedes that Michelin and fast food are not an obvious match, but it appears their campaign is geared more towards marketing than accolades.
If you even hear the words Burger King and Michelin star being discussed, it may make you want to check them out.
There’s nothing to lose; you don’t have to be on a waiting list, and eating there won’t cost you hundreds of dollars.
Not a lot of people have signed the petition, but Michelin said they would try the burger.
Again, just hearing that Michelin is trying a Burger King burger could lead many more to try it too.
Why Burger King’s Campaign May Work
Michelin has now said they won’t discriminate against fast food — if the product is good enough.
The good news for Burger King is the atmosphere of the restaurant is not as important as the food.
So is consistency; another point that would be in favor of Burger King.
Burger King is creating some great self-promotion with their quest for a Michelin Star. They know it’s a long shot, but that’s not the point.
Just being in the conversation regarding high-end food could be enough to drive more visits and sales. I’m now curious to try this burger for myself.
If you make people hear something enough times: they may begin to believe it.
Burger King is trying to change the conversation regarding Michelin stars--and how food is acknowledged--but still make themselves part of the conversation.
Just the fact that this is being discussed means they may be on to something. Sometimes, you have to be your own cheerleader and get people on board.
Food needs to be accessible to everyone--not just the elite. And Burger King may be doing the food world a service by making sure that everyone is a part of the conversation.
The next conversationMichelin Guide comes out on November 1st, and it could be a groundbreaking edition if Burger King continues their push.