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McDonald’s limited-time burgers going a bit upmarket

JIJI

McDonald’s Holdings Co. will sell “premium” hamburgers priced at more than ¥500 for a limited period starting next Monday.

The Quarter Pounder BLT will cost ¥520 to ¥570, making it the most expensive McDonald’s burger. Also new will be the Quarter Pounder Habanero Tomato, priced between ¥480 and ¥520. Habenero is a type of chili pepper.

They will be sold at all McDonald’s outlets in Japan.

The launch of the new burgers is intended to improve the company’s profitability. Eiko Harada, president and chairman of the company, said Monday he believes the new burgers will boost the number of customers.

McDonald’s saw its group sales and net profit fall for the first time in nine years in 2012 due to a decrease in customers.

Thanks in part to price revisions, the firm’s same-store sales increased 0.5 percent year on year in May, turning up for the first time in 14 months.