McDonald's was served a bit of a smackdown this week, when it was forced to remove the word 'artisan' from promotional material surrounding the McMór.
And now, the Food Safety Authority of Ireland – who put in place the regulations surrounding such terminology earlier this summer – has been praised by none other than Grub Street, the online food section of New York Magazine.
In the article, an unnamed director of the authority was quoted as saying: "We’re trying to make sure that when something is described as an artisan food, it actually is an artisan food, and not a large manufacturer using that term just to get people to buy it."
The McMór – which was launched in an event run by Lovin Dublin last month – contains kale, Ballymaloe relish and Charleville cheese, and has been promoted by the fast food giant as Irish twist on the hamburger.
McDonald's subsequently withdrew the word 'artisan' from the branding, however, saying: "The usage of the term artisan is, as we are now aware, inaccurate."
You can read the full Grub Street article here.