Fast food also-rans Burger King have announced a product they hope will position themselves further from the traditional high street burger joint and into the dubious American restaurant class that such brands as TGI Fridays occupy. In a move which is sure to counteract McDonalds recent ‘coffee shop’ reinvention, BK have announced an £85 luxury burger which will be available at selected ‘upmarket’ central London locations (just what that means remains to be seen).

While this will be seen by many as a PR stunt to help shift the companies client base from low income families to ‘more money than sense’ city types, we’re sure that it will help them in their ongoing quest to challenge McDonalds in the quality of product stakes. Whether foie gras and kobe steak burgers are enough to change the middle classes opinion of this fast food chain remains to be seen, we are just desperate to get our chops around a burger that costs more than a flight to Greece!