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Supermac's continues the charge to end the race to the bottom for fast food in Ireland, by continuing to take the public's need for transparency and provenance into account.

This has been the week that saw McDonald’s announce the launch of an ‘artisan’ burger to be called the MacMór, which aims to use Ballymaloe Relish, Charleville Cheddar, Dawn Meats beef, and Dew Valley bacon. The idea of McDonald’s selling anything ‘artisan’ came as a surprise to many in the food world, and it seems now that the company will have to change the description to something a little less aspirational.