McDonald’s Ireland has brought back the controversial McMór burger after the chain was forced to stop promoting the burger as ‘artisan’ last year.
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When the McMór burger was originally launched in September 2015, the chain marketed the burger as the “Irish artisan burger” – but that didn’t sit well with new guidelines introduced by Ireland’s Food Safety Authority in the summer of 2015.
According to The Telegraph, any item being promoted as ‘artisan’ must meet specific guidelines in order to associate their product with the term.
According to the Food Safety Authority of Ireland (FSAI), in order to qualify as artisan a product must be produced in limited quantities, made by “skilled craftspeople”, use a traditional processing method, be produced in a “micro-enterprise at a single location” and use locally grown or produced ingredients where seasonally available.
In response, McDonald’s Ireland acknowledged their use of the term ‘artisan’ was in breach of the guidelines and stopped using the term to describe the limited-edition McMór burger.
This week, McDonald’s Ireland relaunched the McMór burger as a tribute to the best produce and the finest flavors from across Ireland.
The burger features two 100 percent Irish beef patties, bacon, shredded cabbage, baby leaf kale, Ballymaloe Relish and Charleville Cheddar – all set between a potato-flaked bun. It’s basically a hack on the chain’s popular Big Mac.
The McMór burger is available at McDonald’s locations across Ireland until April 20.