McPrice hike
Cheeseburger 13% dearer ‘because of challenging times’
IRISH Mcdonald’s lovers will have to fork out 13% more for cheeseburgers as the fast food giant hikes its prices due to soaring costs.
This is the first time in 14 years customers will pay more for the restaurant staple – with a price rise from €1.50 to around €1.70.
The costs of breakfast meals, main meals, large coffees, Mcflurrys and some Go Large options will also rise.
Prices are set by each individual franchise and will vary from restaurant to restaurant.
But, on the flip side, its salad range, wraps and the Chicken Mayo won’t be impacted.
A similar move was announced in Britain yesterday.
The company’s UK & Ireland chief Alistair Macrow insisted the increases are needed to help the business cope “through incredibly challenging times”.
He said: “Just like you, our company, our franchisees, and our suppliers are all feeling the impact of rising inflation. Although we’re seeing increasing costs, we are committed to developing and rewarding our people, supporting our suppliers and the 25,000 British and Irish farmers we work with and continuing to help invest in community programmes up and down the country.
“At times like this, we know providing great value is important.
“But, today’s pressures mean, like many, we are having to make some tough choices about our prices.”
Mcdonald’s told how it understands increases “are not good news” and said it has “delayed and minimised these changes for as long as we could”.
Mr Macrow added: “We will continue to listen to what you want from us and work tirelessly to find solutions to today’s cost challenges affecting our business.
“Providing you with the best combination of choice and value that we can in these extraordinary times remains our focus.”
Meanwhile, there will be no “battle of the burger” as the largest Irishowned fast food chain Supermac’s recently increased its prices also.
Galway businessman Pat Mcdonagh, who founded the restaurant in 1978, told the Irish Mirror: “We increased our prices about two months ago by around 5%.
“With the rising price of electricity, fuel, transport costs, etc, it’s justifiable that Mcdonald’s have done the same.
“But we don’t anticipate another price hike for at least six months but that is all dependent on how things go price-wise.”
In August 2019, Supermac’s won its battle to force burger giant Mcdonald’s to relinquish its “Big Mac” trademark in Europe in what became known as ‘the battle of the burger.’
Supermac’s, which owns more than 100 fast food restaurants in Ireland, complained to the European Union Intellectual Property Office.
The EUIPO ruled Mcdonald’s had not proved genuine use of the “Mc” prefix on some trademarked products.
However, the EUIPO upheld Mcdonald’s right to own the “Mc” trademark on chicken nuggets and some of its sandwich products.
Mr Mcdonagh, who previously referred to his global fast food rival as “Mcbully,” said at the time the ruling was a “victory for small businesses”.