McDonald’s Ireland, last Tuesday, extracted the term ‘artisan’ from their promotional content for their new and traditional Irish burger.
The McMór burger has been causing some controversy recently when McDonald’s coined the term when describing the burger, which features traditionally Irish ingredients cabbage and bacon. Other ingredients include; Irish beef, Charleville Cheddar and Ballymaloe Relish.
The Food Safety Authority of Ireland state, by their guidelines, that the food created must be made in controlled amounts by artisans, with little mechanical input into the creation process and ingredients need to be locally sourced nearby.
The fast food giant has bowed to The Food Safety Authority of Ireland and have withdrawn the term on its promotional sites.