Food

McDonald’s in Germany debuts crowd-sourced ‘Pretzelnator’ burger

April 26, 2012

As part of a crowd-sourced campaign at McDonald’s in Germany, fans voted for the ‘Pretzelnator’ burger with a pretzel bun. — AFP picAs part of a crowd-sourced campaign at McDonald’s in Germany, fans voted for the ‘Pretzelnator’ burger with a pretzel bun. — AFP picBERLIN, April 26 — When McDonald’s in Germany invited consumers to create their own sandwich, fans came up with flavors that include pretzel-bun burgers, an Italian-style chicken burger, and a curry and chili-flavoured sandwich with chorizo and jalapenos, all of which will be sold across Germany for a limited time.

Tapping into the popularity of crowd-sourced campaigns, the marketing team behind McDonald’s in Germany invited fans to submit a recipe for a new burger and consumers to vote on their favorites.

Around 330,000 burger recipes were submitted in 2012 and got a total of 5 million votes. This year, fans chose five winning creations which will be sold in the 1,415 restaurants across Germany. Similar campaigns have been launched in the Netherlands, Spain and Austria.

The first burger to make its debut is the “Pretzelnator” on April 26, made with a pretzel-bun. Toppings include American and Italian cheese, ham, lettuce, onions and mayo.

For the next five weeks until May 30, McDonald’s in Germany will sell a new burger ranging from the more banal Italian-style breaded chicken sandwiches topped with mozzarella, black forest ham and a ciabatta bun; a triple-patty burger with barbecue sauce and bacon; and a double-patty burger sandwiching everything from chorizo sausage, a curry chili sauce, jalapeno peppers, and an Asian salad mix.

Engaging consumers and inviting them to participate in product development has become a popular marketing strategy among food manufacturers.

Recently, Swiss potato chip manufacturer Terra also invited consumers to create their own flavor combination using 100 ingredients.

The winning flavors, chosen last month, were “Sunny Forest,” with onion, mushroom and bacon, and “Malaknesa,” a pickle and dill flavour.

Also this year, Nestlé allowed fans in the UK to choose a new Kit Kat flavour that would be permanently added to the brand’s roster. Out of double chocolate, white chocolate, peanut butter and orange, fans chose peanut butter. — AFP-Relaxnews