Share article:
Share article:

Belgian Burger King wants a Michelin Star

© Belga
Burger King is aiming for expansion in Belgium's major cities during 2017.
© Belga

In a move nobody was expecting, the CEO of Burger King Belgium has officially launched a campaign to get the much-coveted Michelin Star for the latest creation of the American burger chain.

In a new advertising campaign containing a letter addressed to inspectors of the Michelin Guide, Kevin Derycke outlines his case for the award for the latest creation – the Master Burger.

“It is true that at Burger King you will not find silver cutlery, satin tablecloth or parking at the entrance,” explains Derycke. Instead – he adds – you will find absorbent napkins, eating with your hands and a drive-through which means you can take them away “to eat them on a satin tablecloth with silver cutlery if that makes you happy.”

Credit: Burger King

This tongue in cheek cry is a world away from the regular entrants to the Michelin guide, which is famous for a little red book rating restaurants from one (very good) to three (exceptional) stars. Awarding Burger King a star in Belgium would add to the 139 stars already awarded in the country, led by the only three-star Hof van Cleve in Kruishoutem in East Flanders.

Burger King’s Master Burger – according to Derycke – is the representation of “everything we stand for” and eligible for such acclaim. According to the Belgian menu, the burger is available in a Master Angus, and Master Bacon Angus.

In order to prove it, he calls upon the inspectors to try the food, asking if they have many places in their guide “that can serve exceptional dishes in just five minutes, all guaranteed without having to book three months in advance?”

Determined to get noticed, the campaign has already been widely shared by the company, appealing to its fanbase by posting on social media and creating a Change.org petition.  The new burger is already available in restaurants.

Jules Johnston
The Brussels Times

Latest news

Anti-vaxxers demonstrate against Covid Safe Ticket in Brussels
Hundreds of supporters of the anti-vaxx movement gathered on Saturday outside the headquarters of the Pfizer pharmaceutical company to protest ...
Belgium’s investment funds total 260 billion euros in assets
Belgium’s funds industry grew by 5.3% (13 billion euros) in the second quarter of this year, bringing investment funds available to the public to ...
Brussels to Luxembourg by train in two hours soon possible
The fastest train ride between Brussels and Luxembourg currently takes almost three hours, but that could be slashed to about two hours thanks to the ...
Daily Covid infections up by almost 30% in Belgium
Between 6 and 12 October, an average of 2,438 people were infected with the Covid-19 virus every day, according to figures from the Sciensano public ...
Over 80,000 companies in Belgium non-compliant with anti-money laundering meassures
Over 80,000 companies and non-profits in Belgium are still not compliant with the Ultimate Business Owner (UBO) register, which is required of them ...
Increase in tax exemption for donations in Belgium fails to meet expectations
The increase from 45% to 60% in the tax exemption for donations, decided by the former federal government in June 2020, has cost Belgium more than ...
Sex workers in Belgium to get more social rights protection
The social rights of sex workers will soon be better protected in Belgium, Belga News Agency reports. The Council of Ministers has approved a draft ...
Belgian firms sent almost 266 billion euros to tax havens last year
Hundreds of Belgian firms sent close to 266 billion euros to tax havens last year, De Tijd reported on Saturday. Any Belgian individual or firm ...
Belgian investigator wins prestigious US prize
Olivier Hardy, an investigator with the federal police’s anti-terrorist unit in Brussels, DR3, received on Friday a "Top Cop" prize in Washington for ...
Pegasus Project: European Parliament awards journalism prize to investigation of use of spyware
The Daphne Caruana Prize for Journalism was awarded on Thursday to the journalists from the Pegasus Project coordinated by the Forbidden Stories ...
Belgians can now test their knowledge of driving rules and win prizes
The Walloon Road Safety Agency (AWSR) launched on Friday a quiz to allow the general public to test their knowledge of the highway code. Last year, ...
600 extras wanted for film about Belgian ‘Porn King’ and notorious Antwerp nightclub
A Belgian movie telling the story of a notorious Antwerp nightclub with connections to a Belgian 'Porn King' is looking for 600 extras at the end of ...