In late August, McDonald's added a new range of premium burgers — 100% Australian Angus — to the menus of its 785 restaurants across Australia. Demand doubled expectations and McDonald's beef sales have surged 20% since then.

While surveys indicate Aussies are cutting back on spending and eating out, they aren't against laying out money for higher-end burgers. Instead of pushing its value meals and dollar menu, McDonald's has gone “upmarket” with meat patties that are 100% Australian Angus beef and sell for $A6.45 and $A6.75, respectively. The Angus campaign also emphasizes locally sourced beef.