Faced with soaring costs, the fast food chain will make several price increases across the Channel.
A 20% increase. From this Wednesday, McDonald’s will sell its cheeseburger at a price of 1.19 pounds (1.42 euros) in the United Kingdom, against 99 pence (1.18 euros) so far. An unprecedented increase in more than 14 years for this flagship product of the American chain, reports the Guardian.
The announcement was made by Alistair Macrow, CEO of McDonald’s UK and Ireland, in an email to its franchisees. The cheeseburger will not be the only product of the sign to see its price increase: “This summer, our restaurants will add between 10 pence and 20 pence to a certain number of our menus affected by inflation”.
Rising costs
Alistair Macrow cites soaring costs as the reason for the hikes: “We are living in incredibly difficult times and we are all seeing the cost of everyday items, like food and energy, rising in ways that many of us we have never known,” he explains.
If he recognizes that “not all price increases are good news”, he assures “having delayed (…) these changes as long as we could”. “Some prices are not affected and others will continue to vary from restaurant to restaurant,” he said.
In the United Kingdom, inflation reached 9.4% in June over one year. Unheard of for over 40 years.
