A crowd favourite makes its annual comeback, as Melati (left) and Datuk Azmir launch McDonald’s Malaysia’s Prosperity Burger for this year.
KUALA LUMPUR: The Prosperity Burger by McDonald’s Malaysia is now back and is ready to provide Malaysians a cherishing experience.
With the theme “ProsperityKu”, the quick-service restaurant aspires to bring forward the value of “true prosperity”, which focuses on relationships, shared moments and happiness, according to McDonald’s Malaysia vice president and chief marketing officer Melati Abdul Hai.“The ‘Ku’ adds a personal touch, reminding us that prosperity is something we experience individually but also share collectively. The theme reflects our commitment to inclusivity, connection and giving back.
“At McDonald’s Malaysia, we believe in creating ‘delicious feel-good’ moments of joy for every Malaysian, no matter their background or social group.
The McDonald’s Prosperity Burger started as a local innovation and is now enjoyed by fans across Asia.
“Through ProsperityKu, we hope to foster an emotional connection by celebrating the shared moments that make life meaningful, whether it is a festive gathering, a quiet meal or a kind act within the community,” she said during the Prosperity Burger’s media launch at McDonald’s Bukit Bintang outlet on Dec 2.
She also said the Prosperity Burger is “not just any burger”, but a Malaysian icon that has been reflecting the “true Malaysian story” since 1994.
“It is a bold concept crafted to satisfy Malaysians’ taste buds with the signature black pepper sauce, which is eagerly anticipated every year, and its rich taste will be instantly recognised and loved.
“The burger has now gone beyond Malaysian borders and become a favourite in several Asian countries. This fills us with immense pride as the burger is created in Malaysia,” she said.
Personally, Melati said the burger reminds her of the joy it has brought to Malaysians over the years, especially on how it connects people from all backgrounds and creates cherished memories.
“Through the years, we have seen how the Prosperity Burger reflects our values of inclusivity, community and bringing people together.
“It is a privilege to be part of a story that has become so deeply ingrained in Malaysian culture,” she said.
The Prosperity Burger is now available in all McDonald’s outlets in Malaysia. Diners can choose from two variations, namely chicken and beef. They can also choose between single and double patties.
Alongside the burger, a brand film titled “ProsperityKu” was also launched. The film highlights how the burger has brought Malaysians together across generations, reminding everyone of the joy, warmth and connections that define prosperity, according to a statement by McDonald’s Malaysia.
It is now available for watching at McDonald’s Malaysia’s official YouTube channel.
Moving forward, Melati said McDonald’s Malaysia will continue being a positive force in Malaysian communities by embracing local traditions, fostering connections and providing moments of joy that resonate with Malaysians.
“As a truly Malaysian brand, we ensure our efforts reflect the diversity of our customers, reaching out to communities of all backgrounds and social groups, especially during festive celebrations.
“The growth of McDonald’s Malaysia isn’t just about expanding our presence. It is also about deepening our local roots and continuing to serve Malaysians in meaningful ways,” she said.
Also present were McDonald’s Malaysia managing director and local operating partner Datuk Azmir Jaafar.
After the launch, the guests were entertained with a parade of 30 GrabFood cars, which carried McDonald’s takeaway bags on top, navigating through Jalan Bukit Bintang, the street outside the outlet.
