Back in May I reported on Burger King's rumored plans to introduce a luxury burger priced at $170 dollars.
Well that rumor has officially become a reality, as Burger King recently launched the new item in a tiny branch in West London.
Even though the company has beaten the world's previous record for "most expensive burger" (which was held by the DB Double Truffle Burger at at $130 in New York's Daniel Boulud), I still have my doubts as to whether or not Burger King can support an exclusive luxury item of this stature.
Burger King, on the other hand, feels that this offering has the potential to change the public awareness, as indicated in AdAge:
"The idea is to change perceptions by pushing the envelope to raise awareness of our ambitions," said Mark Dowding, Burger King's head of product and innovation for Europe, the Middle East and Africa. "We have emphasized the quality to create noise and interest in the market."
