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(CNN) – Burger King has suggested that one of their beef burgers deserves a Michelin star, and the marketing campaign has caught the attention of the respected culinary guide.
The Belgian arm of the fast food giant launched a petition demanding a coveted star for its new Master Angus burger, encouraging fans to sign an online petition aimed at Michelin Guide inspectors.
“Very well, we will happily admit that ‘star rated’ and Burger King are not an obvious couple at first glance,” admitted the fast food chain.
But, the company added, “How many places does your little red book have that serve exceptional dishes that are on the table in five minutes?”
“We deserve that little star, don’t you think?” the announcement continued.
The stunt didn’t exactly take off at first – fewer than 500 people have signed the petition – but it did spawn a response on Facebook from the Michelin Guide’s social media team.
“Who said you needed the silver service?” Michelin Guide wrote in response to a post from Burger King Luxembourg, which is also promoting the campaign, before suggesting that they would try the burger.
Michelin jokingly promised that an inspector would judge the burger on its standard set of criteria, which includes the quality of its ingredients, mastery of the kitchen, the harmony of flavors and how much the chef’s personality is conveyed on the plate.
The first Michelin Guide was published in 1900 as a travel guide for motorists in France, and since then the publication has become the highest authority on gastronomy around the world.
Inspectors use five criteria to judge a restaurant’s production and have awarded at least one Michelin star to more than 15,000 restaurants around the world. Unsurprisingly, Burger King has never made the cut.
Some 105 restaurants are currently listed in the guide as awarded a maximum of three Michelin stars.
This story was first published on CNN.com, “Burger King thinks it deserves a Michelin star.”
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