McDonald’s Uses The Counter Pop-Up to Explain Its Beef Sourcing

The purpose was to challenge misconceptions about McDonald’s food. The campaign emphasised the company’s use of British and Irish beef and a simple beef, salt and pepper message; these are the brand’s ingredient and sourcing claims. Photo: Mike Palmer. Photo: Mike Palmer.

When and Where It Took Place The event advertised September 18–19, 2026 at 149–150 Shoreditch High Street, London. Waldegrave’s post documents activity on September 17 and an end date of September 19. The activation has finished; these dates distinguish its opening activity from the advertised public programme.

The visitor offer included bookable burger-making masterclasses and the chance to speak with butchers. Photographs show branded merchandise, ingredient displays and a traditional counter format, using familiar food-retail cues in a space outside the usual restaurant setting.

Gill Taylorson, head of creative production at Renaissance, described the space as “a drop-in butcher shop” with live masterclasses and farmer stories. She credited Renaissance for the experience design and Freuds Group as a campaign partner.