Chef Paul Pairet's Exclusive New Recipes Debut at BURGER KING France, not his Shanghai Restaurant

Jun. 03, 2025

Following in the footsteps of Michel Sarran and Dabiz Muñoz, BURGER KING® is inviting Paul Pairet, a leading figure in contemporary gastronomy, three-starred chef and emblematic Top Chef judge, into the kitchen. The result: a pepper burger with just the right amount of spice, Shawarma Beef & Falafel, a single ticket to the Orient, Chicken Katsu Sando, crispy and tasty… And as if that wasn’t enough, Paul Pairet has created a subtle pepper toast and an original ice cream to end the menu on a sweet note. For the first time, the chef has concocted an entire range available at BURGER KING®. So save yourself a trip to Shanghai to visit his restaurant – Chef Pairet’s kitchen is probably just a few metres away.

But that’s the mistake a couple of tourists made! After taking 3 days off work, leaving their children with their parents and enduring a 36-hour flight via Beauvais and Dubai, they had come specially from Limoges to try Paul Pairet’s burgers. Only to get lost in the vastness of Shanghai and, once seated in the chef’s prestigious restaurant, learn that his burgers are available at BURGER KING®… in France. Frankly, it’s bad luck.

Since 3 June, the campaign has been broadcast in 30‘, 10’ and 6’ formats on TV, VOL, OOH and in social media. But not in China.