For a brand that’s spent decades fielding questions about what’s actually in its burgers, McDonald’s is trying a new tactic: just show people.
From 17 to 19 September, the chain will transform a Shoreditch site into “The Counter by McDonald’s” — an immersive pop-up dressed up like a traditional butcher shop, complete with butcher’s blocks and whole cuts of beef straight from its menu.
Under the counter…
- Visitors can view forequarter and flank cuts — the same beef used to make McDonald’s burger patties
- Representatives from Food Solutions, the company that produces the patties, will walk guests through the production process
- A limited number of masterclasses let attendees press their own patties, cook and taste them, and take one home along with branded merch
- The activation traces the journey from farm to finished burger — no mystery, no filler
The supply chain story: McDonald’s sources 100% British and Irish beef for its UK burgers and works with more than 29,000 farmers — all approved under nationally recognised farm assurance schemes. Only salt and pepper are added during cooking. Owen Jones, the chain’s UK & Ireland VP of supply chain, said customers regularly ask about the “secret ingredients” behind the taste. Spoiler: there aren’t any.
Farm Forward: The chain also runs its Farm Forward programme, working with suppliers on sustainability, animal welfare, and farming resilience — including active research into reducing carbon emissions on UK and Irish farms.
What’s next: Radical supply chain transparency is fast becoming a brand weapon in food retail, especially as trust in big QSR names continues to erode. If McDonald’s can get people to associate its golden arches with traceable, local farming rather than mystery meat, that’s a brand story worth far more than a billboard.