Fast food giant McDonald’s Holdings Co. announced that it will be selling premium hamburgers which will be priced at more than ¥500. The hamburgers will be sold for a limited period only, starting from next Monday, June 24, 2013. The new Quarter Pounder BLT will cost between ¥520 and ¥570, a price which will make it the most expensive McDonald’s burger ever.


The menu will also include the Quarter Pounder Habanero Tomato, which will be priced between ¥480 and ¥520. Habanero is the type of a chilli pepper which will be added to the burger. The burgers will be sold across all McDonald’s outlets in Japan. The launch of the new burgers is also expected to improve the profitability of the company.

President and chairman of the company, Eiko Harada said on Monday, June 17, 2013 that he believes that the new burgers will also boost the number of customers visiting McDonald’s. For the first time in nine years, McDonald’s has seen a group sales and net profit fall in 2012, due to a decrease in the number of its customers.

However, the company decided to revise its prices, after which the sales increased 0.5 percent year on year in May 2013, making the prices turn up for the first time in 14 months. Another reason for the downfall of sales were the allegations which stated that McDonald’s was selling junk food.