Would You Pay $190 for a Burger?

LONDON, June 18, 2008 — -- The world's unofficially most-expensive burger made its debut in London today, costing nearly $200 for patrons with enough money to visit the fast food chain that makes it. That's right, the bourgeois burger is made by Burger King.

After six months in development, Burger King today launched "The Burger," a limited edition hamburger selling for $190.

Chef Mark Dowding, the director of new product development and innovation for the fast food chain, says his creation targets a certain type of consumer.

"I call them burger aficionados," said Dowding.

But this is Burger King. Are these "aficionados" really frequenting London's fast food restaurants?

Dowding insists the ingredients could attract even the most discerning beef connoisseur.

"We're using the finest combination of products to get the optimal burger," Dowding said.

The burger is made of Wagyu beef and sits atop an Iranian saffron bun with organic mayonnaise, white truffles and pink Himalayan rock salt. It's garnished with onion straws fried in Cristal champagne and Pata Negra ham drizzled in aged Modena balsamic vinegar.

Dowding says each burger takes approximately five minutes to prepare.

The Burger is available in just one Burger King store in London. It will be offered once a week, and Dowding says orders are being accepted for June 26. But its continuation will depend on sales.

All proceeds from sales of the burger go to Help a London Child, a charity that helps London's less advantaged children.

But few Londoners seem willing to pay up for the prime product.

Marion Atkinson, a 20-year-old student, isn't enticed. "I would never pay that much for a beef sandwich," she said.

At lunchtime on the first day of The Burger's unveiling, eight had been purchased, but Dowding said he hoped that more than 100 would be sold by the end of the day.