The customers of 51 Burger King in Hauts-de-France are lucky and they owe it… to the players of Losc, the Lille (North) football team. From this Tuesday they will be able to taste the Master Maroilles in their favorite restaurant. It will consist of a roll, an old-fashioned mustard sauce, fried and caramelized onions, arugula and, your choice, a beef patty and its slices of bacon or a crispy chicken fillet. And, of course, in both versions, generous slices of AOP maroilles, the fragrant cheese from the north. “It’s greedy,” the communications department of Burger King France is content to say.
Voted “best cheese in the world” in 2023
The promise was therefore kept. “Okay, we have to do it now. If we can still trust Real Madrid…”, the community manager protested weakly. In any case, this is a new recognition for the famous Maroilles, voted “best cheese in the world” in 2023. The most prized strong cheese is produced in the Nord and Aisne departments. For this operation, Burger King also collaborated with Centurion fromagers, based in Libercourt (Pas-de-Calais), to guarantee local AOP cheese matured for thirty-five days. Twenty tons have reportedly been pre-ordered and no duration has been set for the operation.
The menu, whose recommended price is 13 euros, will be complemented locally with a maroilles sauce for the chips and a local beer, Jenlain, from Brasserie Duyck in Jenlain (North). “We have already offered burgers with cantal or Espelette pepper, but these were national operations,” indicates the communications department of Burger King France. This is the first time we have conducted one at the regional level. We are happy to offer it to the inhabitants of Hauts-de-France. »
Interview Between Time.News Editor and Food Industry Expert
Time.News Editor: Welcome to our special feature! Today, we’re diving into a fascinating intersection of sports and gastronomy happening right in Hauts-de-France. Joining me is Dr. Emma Lefèvre, a food culture expert and culinary historian. Thank you for being here, Dr. Lefèvre!
Dr. Emma Lefèvre: Thank you for having me! I’m excited to discuss this unique collaboration.
Editor: Let’s get right into it. The new burger at Burger King, inspired by the Lille football team, is called the Master Maroilles. What do you think about this trend of fast-food chains collaborating with local sports teams to boost their menus?
Dr. Lefèvre: It’s a brilliant strategy! Fast-food chains are recognizing the power of local identity and community engagement. By creating a unique burger that reflects the region’s culinary heritage, they not only attract fans of the team but also celebrate local flavors, which can enhance customer loyalty.
Editor: Absolutely! The Master Maroilles boasts an old-fashioned mustard sauce, caramelized onions, and beef or chicken options. How significant is it for fast-food establishments to feature local ingredients?
Dr. Lefèvre: Very significant! Local ingredients can elevate the dining experience and provide a sense of place. Maroilles cheese, for example, is emblematic of this region. By integrating local ingredients, the burger becomes more than just a meal; it tells a story about the area’s food culture and can draw in customers who take pride in their local cuisine.
Editor: Interesting! Speaking of storytelling, how do you think customers perceive these kinds of menu items that are associated with sports?
Dr. Lefèvre: It creates a strong emotional connection. When customers know that a product is tied to their local sports team, it tends to evoke feelings of pride and support. This association can transform a simple meal into part of a larger experience—the joy of game day, camaraderie with fellow fans, and celebrating local talent.
Editor: That’s a great point! The collaboration seems to not just center on food but also on community spirit. Do you think there is potential for more partnerships like this between brands and local team personas in the future?
Dr. Lefèvre: Absolutely! We are already seeing this trend grow. As consumers lean towards experiences over mere products, brands will increasingly seek to create connections that evoke local flavors and sports culture. This not only helps in solidifying brand loyalty but also brings communities together, forming memorable experiences.
Editor: And what about the culinary aspect? Can these collaborations lead to an elevation in the quality of fast food offerings?
Dr. Lefèvre: Definitely! By introducing regional specialties and promoting local produce, fast-food chains can elevate their menus significantly. It challenges them to innovate, potentially leading to healthier and more sustainable options while still being accessible. If the Master Maroilles becomes successful, it may inspire other chains to rethink their offerings, bridging the gap between fast food and fine dining.
Editor: Dr. Lefèvre, if you could suggest one other local delicacy for a sports-themed burger, what would it be?
Dr. Lefèvre: Oh, that’s a fun question! I’d love to see a burger inspired by ‘Gaufre de Lille,’ the famous waffle from the region. Imagine a burger that incorporates bits of waffle batter in the bun or served with a sweet sauce—it’s indulgent, whimsical, and truly representative of Lille’s culinary heritage!
Editor: Now that sounds delicious! Dr. Lefèvre, thank you for sharing your insights on this exciting trend in the food industry. It’s clear there’s a delicious connection between what we eat, where we live, and the passions that unite us.
Dr. Lefèvre: Thank you for having me! Let’s celebrate the fusion of flavors and community spirit that make dining experiences so special.
Editor: And thank you to our viewers for tuning in! Keep an eye out for the Master Maroilles if you’re in Hauts-de-France—you won’t want to miss this tasty tribute to local food and sports!