Burger King is many things, but a Michelin-starred eating establishment is probably not one of them. Nevertheless, this hasn't deterred the fast feeder's Belgian arm to launch a petition asking Michelin to give it one.
Kevin Derycke, the Belgian CEO of Burger King, has published an open letter to Michelin, promoting its new "Master Burger," which contains melting cheddar cheese, bacon, arugula, mustard and onion mayonnaise as well as the flame-grilled patty. The letter, published as a press ad, asks the Michelin inspectors, “How many places does your little red book have that serve exceptional dishes that are on the table in five minutes, and where you don’t have to book three months ahead?”
Social posts are also appearing asking people to sign the petition to award Burger King a Michelin star, and Michelin itself has already responded on social, with one inspector trying the burger.
The campaign, by agency Buzzman, also includes billboards and a PR effort inviting journalists and chefs to come and taste the burger too.