GHERK-IN OR OUT? THE NATION HAS THEIR SAY ON GHERKINS IN BURGERS AND OTHER POPULAR McDONALD’S RITUALS

GHERK-IN OR OUT? THE NATION HAS THEIR SAY ON GHERKINS IN BURGERS AND OTHER POPULAR McDONALD’S RITUALS

• 91 per cent of McDonald’s fans have strong views on the gherkin debate and identify as either camp gherk-in (61 per cent), or gherk-out (30 per cent)
• New research explores this and other beloved behaviours and rituals that only happen at McDonald’s

February 2025: Burger-loving Brits have put the gherkin or gherk-out debate to bed in new research that lifts the lid on the most popular McDonald’s dining rituals.

The poll of 2,254* UK adults found that an overwhelming 91 per cent of Brits have strong opinions on gherkins, with six in 10 (61 per cent) stating that they are big fans of the pickled cucumber and that they should be kept in burgers.  While one in three (30 per cent) are camp gherk-out, opting to remove them from their burgers altogether. A further 27 per cent transfer their gherkins to a companion.

Gherkins are not the only bone of contention being debated; the new research explores another popular McDonald’s ritual – dipping Fries into a milkshake. The younger generation is more willing to give the controversial pairing a try, with 48 per cent of 18-24-year-olds sharing that they have dipped their Fries into a milkshake.

However, the over 55s are much more hesitant, with 97 per cent claiming to have never tried this divisive combination.

Of those that have dipped their Fries into a milkshake, the most popular flavours were vanilla (36 per cent) and strawberry (24 per cent).

The debate around sweet and savoury combinations doesn’t stop there, with Londoners admitting they are partial to a McFlurry® Starter with 11 per cent opting to eat their dessert before their savoury menu items - more than in any other city.

TOP 10 McDONALD’S EATING RITUALS:

1. Eat directly from the box/packaging

2. Open the Fries box to use it as a tray/sauce area

3. ‘Wrapper cheese finale’ – Lick/bite off the bits of burger cheese which have stuck to the wrapper

4. Pour all my food out onto a wrapper as if it’s a makeshift table

5. Use the burger wrapper as a makeshift table      

6. Use more than an average amount of dip e.g. always have to order extra dips such as Ketchup

7. Have various flavours of dip for one meal            

8. Order a Drive-thru McDonald’s, but wait until I get home to eat it off of a plate

9. Open the Happy Meal® Box to use it as a tray

10. Store McDonald’s sauces/condiments in my car so I never run out

A fifth (20 per cent) of those polled admitted to questionable dip pacing as they get carried away and finish their savoury dips before their food, while 41 per cent of cautious dippers ensure they pace it perfectly, so they don’t run out.

Renowned gastrophysicist, Professor Charles Spence, said of the findings: “We all live in different worlds of taste and the rituals we develop around food and drink tend to offer us comfort. From loving or hating the green, sour and crunchy gherkin - an undoubtedly divisive addition to a burger – to opting for our favoured dipping pace, scientific research suggests that the comfort of engaging in regular or stereotypical eating behaviours can make our favourite foods taste even better.

“We each have a different taste personality - from those who are neophobic and will opt to order the same menu items each time – to the neophilics amongst us who like to experiment and try the latest taste experience.

“Our taste personality also includes how we respond to different levels of sweetness on food. The population can be divided into the ‘sweet-likers’, those who are ‘sweet neutral’ and the ‘sweet dislikers’, which may explain why some customers love to kick off their dining with a little sweet before the savoury or with a savoury into a sweet dip, like Fries in milkshake.

“Whatever your flavour profile, it is clear that personalisation has a huge impact on how and why we enjoy our favourite rituals – so all quirks should be celebrated for the comfort they bring diners!”

A spokesperson for McDonald’s said: “We know that our customers feel very passionately about their McDonald’s favourites, and we love to celebrate the small, relatable rituals and moments that connect us all.

“Whether it’s turning the box into a makeshift table, dipping at a questionable pace, or subtly stealing a friends Fries, everyone has their own ‘Only at McDonald’s’ behaviours. From traditionalists to trendsetters, if you are having fun and enjoying your order, we will support your foodie endeavours!”    

-ENDS-

This online survey of 2254 UK Adults who have eaten McDonald's in the last 12 months was commissioned by Ready10 on behalf of McDonald's and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 09/01/2025 and 21/01/2025. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are company partners of the MRS and has corporate membership to ESOMAR.

For more information, contact the McDonald’s press office on 0203 897 0333 or at bigmacs@ready10.media