Declan Fennell, Meat Division, Bord Bia – Irish Food Board

According to a spokesperson from McDonald’s, the fast food giant is consuming about 30 tonnes of New Zealand lamb per week for its lamb burger and lamb wrap products.  Launched in Australia and New Zealand in August 2012, the McDonald’s lamb patties are made from shoulder cuts and retail at NZ$8.30, equivalent to €5.35.

The ‘Serious Lamb Burger’ was developed over two years and is centered on a lamb patty made of egg, breadcrumbs, onion, parsley, rosemary, oregano and garlic.  Patties are sourced from100% lamb meat and no mutton is used.

Given the positive roll out in Australia and New Zealand, a number of other McDonald markets have shown an interest in adding lamb to their menus.  As an alternative to the Big Mac, the McDonald’s new lamb burger is well pitched as a fast food offering for consumers who, for religious reasons don’t eat beef.  With a growing Muslim population in Europe, projected to grow from 44 million in 2010 to 58 million in 2030, the lamb burger is well positioned to satisfy a growing appetite.  Whilst in China, the phenomenon of fast food is growing like wild fire, and with an average of 1,000 new McDonald stores openings per annum there are clear opportunities to institutionalise a Mac Lamb Burger in this emerging market.

This year marked the 45th anniversary since the Big Mac was first launched nationwide in the US market.  Perhaps in time to come the ‘Serious Lamb Burger’ will have earned worldwide success and notoriety?