GBK is better than McDonalds.

Is Gourmet Burger Kitchen worth the extra? Is it Old Money?


The new 'posh' burger restaurants offer a nicer environment, slower service, higher prices and  a better loyalty schemes. It is all rather confusing and no proof that GBK is the 'old money' option. Old Money is concerned with value and does not aim for high or low prices.

Standard unpretentious burgers are out in the more civilised areas of London and the gourmet burger is in- but how much difference is there between the two in reality?

Gourmet Burger Kitchen (or GBK as it now styles itself) was the first premium burger chain to make its mark in the UK spreading outward from a few trendy London locations.

McDonald's is feeling the heat and is closing branches but this is probably not in response to GBK and its friends. McDonald's seems as busy as ever while GBK is generally empty. McDonald's have gone upmarket and downmarket simultaneously by having a 99p menu and a premium range in an effort to cover all bases. They have also introduced an app to bombard us with special offers in much the way GBK do with theirs.

GBK seeks to establish itself as a 'proper' restaurant by employing someone to show me to my seat. This seemed odd as there were plenty of empty seats to choose. I guess they were keen to differentiate themselves from McDonald's. I was asked if I wanted the burger rare or well done. This (along with the waiting time) indicated my order was custom made and not from the chute. A burger with delusions of grandeur is not Old Money. I chose the 'blue cheese burger' with side salad. This came to £7.95 which is expensive for a quarter pounder.

At McDonald's I chose the 'bacon clubhouse' which was the closest match I could find to the GBK offering. It came to £6.09 with fries and a coffee which is still a premium price. I ate it at a wobbly table which I shared with a stranger.

The GBK was delicious. I was particularly taken with the small salad with vinaigrette but felt a drink should have been included for the price. Nevertheless the experience should be more special than it was in light of the build up given to it through the ordering procedure.

The clubhouse burger from McDonald's was also good but resembled cheaper products by the same chain. The aim seemed to be acceptability rather than excellence. Many McDonald's customers are brought to the chain by their children and children are easily scared by new flavours. No options were offered. Fries and drink were standard for the chain.

GBK have the better loyalty scheme. They have an app that offers one free item approximately once every two and a half visits. This mitigates the premium price and may mean the GBK product is the cheaper of the two when this is allowed for.

The real choice here is between adult and child flavours. GBK has more complex flavours and may a child would refuse to eat such a adventure. McDonald's on the other hand is aimed at the child and the aim is not to offend.

McDonald's have a coffee card. Six stamps are worth one coffee.

There is no clear winner here on value. I will probably return to GBK because I was curious about the other items and because I am a sucker for loyalty schemes. If you wish to fill your stomach quickly go to McDonald's but do not choose a premium burger. If you wish to sit down for a while in pleasant surroundings choose the GBK. Service will be slower because the burger will be cooked for you but this will not bother us if our intention is to take the weight off our feet.

Few people choose to go to McDonald's. One passes a branch and feels hungry but one does not choose to go there deliberately.

GBK wants to be a destination and a place one feels comfortable to linger. The seats in McDonald's are slightly uncomfortable and the high energy environment tends to move one on the moment one is finished. GBK has lower lighting and more comfortable seats.

Which is the Old Money alternative? GBK is authentic (which is an Old Money virtue) but also a bit above itself (which is not). Overall I would say GBK is more Old Money because Old Money is careful what it puts in its body and the GBK meat tasted more like meat and is therefore probably better for us.