McDonald's Taps AI for a Personalized Signature Collection Experience

McDonald's India – North and East has introduced its new "Signature Collection," a range of gourmet burgers aimed at the growing premium segment. With this new lineup, the brand seeks to elevate the quick-service restaurant (QSR) experience, setting a higher standard for quality and flavor. The collection introduces a combination of carefully selected ingredients, unique toppings, and gourmet patties, offering an enhanced dining experience.

As part of the launch, McDonald's rolled out its ‘Imagined in AI’ campaign, an interactive initiative allowing customers to visualize the Signature Collection through AI-generated visuals. By combining user inputs with cutting-edge technology, the campaign also offered participants the chance to access Signature Collection rewards.

Rajeev Ranjan, Managing Director of McDonald's India - North and East, emphasized the uniqueness of the new burgers, saying, "We’ve handpicked the finest ingredients to create our Signature Collection of gourmet burgers that offer a remarkable gastronomical experience. Each burger is crafted to deliver a multi-sensorial delight with every bite."

Quality and Indulgence at McDonald's
McDonald's commitment to offering a premium experience is evident in the key features of the Signature Collection, which include:

• Potato Buns: McDonald’s introduces the water-split potato bun in North and East India. These buns, known for their softness, complement the flavorful patties in the Signature Collection.
• Gourmet Veggies: The burgers are topped with gourmet ingredients, including gherkins for a sweet and tangy contrast, as well as red cabbage and lettuce for added crunch and freshness.
• Gourmet Patties: The vegetarian option features a molten cheddar cheese patty combined with a corn and cheese patty, offering a blend of creamy cheese and sweet corn. For non-vegetarian customers, the burger includes a 100 percent chicken filet for a savory, meaty taste.

The dining experience is further enhanced by serving the burgers with complimentary fries on a wooden paddle for dine-in customers. The crew, dressed in exclusive Signature Collection uniforms, adds an elegant touch to the overall experience.

The two offerings in the Signature Collection include:

• Grand Cheese (Gourmet Veg): This indulgent vegetarian burger features a molten cheese patty, corn and cheese patty, smoky roasted chipotle sauce, cheese slice, lettuce, red cabbage, and gherkins in a soft potato bun.
• Grand Chicken (Gourmet Non-Veg): A juicy chicken patty topped with mayo, lettuce, red cabbage, gherkins, and a cheese slice, all served in a potato bun.

Priced at Rs 225 for the Grand Cheese and Rs 229 for the Grand Chicken, the Signature Collection is available for dine-in, delivery through Swiggy, Zomato, or Magic Pin, as well as takeaway and drive-thru at McDonald's locations.