SAN DIEGO – November 27, 2007 – Thirty years after revolutionizing the American breakfast menu with the national introduction of the Egg McMuffin sandwich, McDonald’s announced today the latest innovation in breakfast – the new McSkillet Burrito – a made-to-order breakfast burrito wrapped in a warm flour tortilla for hand-held convenience during the morning rush. The launch of the new McSkillet Burrito was announced along with data showing a 42 percent increase in breakfast sales since 2002 – a statistic that McDonald’s says supports their continued innovation and commitment to quality and convenience for customers.
"McDonald’s is the ideal destination for breakfast," said Jan Fields, Executive Vice President and Chief Operating Officer, McDonald’s USA. "We believe the ultimate convenience is the quality and value we bring our customers everyday, with the introduction of the McSkillet Burrito underscoring our presence in the breakfast category."
The first national breakfast product launch since the McGriddles sandwich in 2003, the McSkillet Burrito adds to McDonald’s diverse breakfast menu, giving customers a whole new taste option to start their morning. The McSkillet Burrito combines scrambled eggs, sausage and skillet potatoes with savory flavors and ingredients including a medley of cheeses, red and green bell peppers, onions and salsa roja. Available today for $2.49 each, the McSkillet Burrito is available at participating McDonald’s restaurants nationwide. Prices and participation may vary.
"As we continue to develop quality, convenient menu options that meet our customers’ needs, the McSkillet Burrito is the ideal breakfast choice for people on-the-go," said Bill Lamar, Chief Marketing Officer, McDonald’s USA, LLC. "At McDonald’s, our legacy of innovation continues at breakfast."
A Heritage of Breakfast Innovation
Satisfying consumers’ evolving breakfast tastes nationwide has been a priority for McDonald’s since 1977 when the company introduced the Egg McMuffin, a portable breakfast sandwich made with real eggs, Canadian-style bacon and a slice of American cheese on a toasted English muffin, created by owner/operator Herb Peterson. Since then, McDonald’s popular breakfast menu has expanded to include a robust variety of choices from hand held favorites such as the Sausage Biscuit, McGriddles sandwich and Breakfast Burritos to signature platters, hash browns, the recently introduced Cinnamon Melts, as well as other options including the Fruit ‘N Yogurt Parfait and Snack Size Fruit & Walnut Salad.
Premium Roast Coffee, Without the Premium Price
As McDonald’s breakfast menu has evolved with consumer tastes, so has its beverage choices. Customers now can enjoy rich, robust Specialty Coffee options including customized Premium Roast Coffee nationally, as well as Lattes, Iced Mochas and Cappuccino in select test markets. For added customer convenience, Premium Roast Coffee customization allows McDonald’s to meet its customers’ individual needs, one cup at a time by adding cream and sugar to their coffee whether in the restaurant or through the drive-thru. McDonald’s customers can get their favorite breakfast menu items and a cup of Premium Roast Coffee without paying a premium price, in one convenient place.
Added Convenience in the Morning
When on the go in the morning, McDonald’s brings added convenience with drive thrus available in most restaurants.
For those customers with time to sit down and relax with a great tasting breakfast and cup of coffee in the morning, McDonald’s offers Plasma screen TVs, Wi-Fi access powered by Wayport in more than 9,000 locations and a variety of convenient payment options, including Arch Cards in participating restaurants nationwide.
The 24-Hour Question
Extended hours are another way McDonald’s is bringing its convenience advantage to customers. In fact, nearly 95 percent of restaurants now offer some form of extended hours and approximately 35 percent of U.S. restaurants are open 24-hours.
McDonald’s USA, LLC is the leading foodservice provider in the United States serving a variety of wholesome foods made from quality ingredients to millions of customers every day. More than 80 percent of McDonald’s 13,700 U.S. restaurants are independently owned and operated by local franchisees. For more information about McDonald’s visit www.mcdonalds.com.
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