Industry News | May 6, 2008

McDonald's Takes Southern Style Chicken System-Wide

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McDonald's will offer customers the opportunity to try its Southern Style Chicken Biscuit and Sandwich during a nationwide sampling event at its 14,000 U.S. restaurants on May 15.

Customers can try the Southern Style Chicken Biscuit from 7:00 a.m. until 10:30 a.m., or a Southern Style Chicken Sandwich beginning after breakfast hours until 7:00 p.m., with the purchase of any medium or large beverage.

"By giving customers -- many of whom are unfamiliar with chicken for breakfast -- the opportunity to try the new menu items, we anticipate 2 million Southern Style Chicken Biscuits and 6 million Southern Style Chicken Sandwiches will be given away nationwide," said Neil Golden, senior vice president and chief marketing officer for McDonald's, USA.

The two Southern Style Chicken menu items feature an all-white meat chicken breast patty on either a new biscuit for breakfast or a steamed bun topped with two pickles for lunch and dinner. McDonald's uses all-white meat from boneless, skinless white chicken breast filets that contain no fillers or artificial flavorings.

As part of the launch of its first chicken-for-breakfast offering, McDonald’s is inviting consumers nationwide to take part in the chicken vs. egg debate by logging on to WhatCameFirst.com (en español at Quienfueprimero.com).

The Web site is built around a game application where visitors can customize egg or chicken characters and choreograph moves for a dance off, pitting them against friends to decide the ultimate champion: the chicken or the egg. Web site visitors can forward animations to friends and family, and view "man-on-the-street" video interviews from people across the country weighing in on the question of "what came first?"