Fast food giant McDonald’s is not a name one associates with luxury or Michelin stars but that might be changing. McDonald’s UK has launched a trio of premium burgers developed by a team of proper chefs; their collective experience includes stints at Michelin-starred restaurants and royal kitchens.

Pitched as the “Signature Collection,” the new burgers have been launched in 28 restaurants across the UK in a pilot program aimed at warding off rivals from US companies like Shake Shack and Five Guys — mid-sized brands that have entered the British market in recent years and offer fast-casual, more premium alternatives to McDonald’s and Burger King.

In place of thin, flimsy beef patties, sesame seed buns, and special sauce, the trio of Signature burgers are made with thick-cut, local British and Irish beef served on fancy brioche-style buns and come in three flavors: Classic, BBQ and Spicy.

In place of standard condiments like yellow mustard, ketchup and relish, toppings include everything from Beechwood smoked bacon, wholegrain mustard, jalapeno slices, and natural cheddar cheese.

After being trialed in London and the South, the Signature Collection will roll out across the country in 400 restaurants.

The latest development out of the UK is one in a raft of new attempts to keep the brand relevant and competitive in a landscape that’s growing increasingly crowded with rivals such as Chipotle, Subway, Starbucks, Shake Shack and Five Guys.

In Germany, the local McDonald’s launched the brand’s first ever organic burgers to try to appeal to the market’s health-conscious, organic-food buying consumer. Germany is the largest market for organic food in Europe, and the second largest in the world after the US.

In America, the company launched an all-day breakfast menu and in Sweden, the brand experimented with table reservations, allowing customers to book a table in advance with an online reservation site.

Meanwhile, the UK has become an important battleground for fast food chains.

This week, arch rival Burger King also made headlines this week after it was revealed that the company has applied for drinks licenses. If successful, the company wants to add beer to their menu at all 654 restaurants across the UK.

Burger King already serves booze at select locations across the US, where it also offers delivery service.

This past spring, McDonald’s CEO Steve Easterbrook appeared in a video message to shareholders detailing a turnaround strategy that would hinge on more risks, bolder moves and more innovation.