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McDonald's Skillet Burrito (above and on home page) is a meal in a tortilla that's all wrapped up and ready to roll.
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McDonald's Serves Up McLatin Burrito
November 27, 2007
By Della de Lafuente
It could be considered the McLatinization of the breakfast menu.
McDonald's has expanded its offerings of Hispanic-inspired morning fare, debuting the McSkillet Burrito Tuesday in an effort to increase its growing reach in the A.M. food business.
The Mexican-influenced breakfast item features jack cheeses; red and green peppers and onions mixed with scrambled eggs and hash browns; topped with fire-roasted salsa and wrapped inside a flour tortilla. It joins the Sausage Burrito on an ever-changing menu the restaurant chain often updates to stay ahead of customers' evolving tastes, diets and lifestyles.
"Consumers are getting more sophisticated in what they are looking for and what they are eating," said Cristina Vilella, director of marketing for U.S. Hispanic at McDonald's. "We just want to make sure that McDonald's offers products to the ever-more sophisticated and ever-more demanding tastes of our customers."
The debut of the McSkillet Burrito comes as McDonald's is experiencing rapid growth in its breakfast sales. According to COO Janice Fields, the category has grown 42 percent since 2002, and currently represents over 24 percent of all of the chain's U.S. sales.
The breakfast burrito launched nationwide today along with a Spanish-language TV spot airing nationwide on Univision, Telemundo and in local markets that touts the burrito's flavorful ingredients and its portability: Nuevo McSkillet Burrito de McDonald's. Todo lo bueno que te gusta del desayuno envuelto para llevar. (McDonald's new McSkillet Burrito. Everything good that you like about breakfast rolled up to take with you.)
"With all of the wonderful new ingredients we think it will be a product that will have wide appeal to our customers who are looking for something a little bit different when they are on the go in the morning," said Vilella.
The TV ad, created by Alma DDB, is part of a multimedia campaign including radio, digital and print advertising that will run during the launch and throughout the year to promote what Vilella describes as "a complete breakfast all rolled into one." The burrito is priced at $2.49.
Ad spending in Hispanic TV for McDonald's has reached $53 million through September of this year. In 2006, McDonald's ad spending for Hispanic TV totaled $69 million, according to Nielsen Monitor-Plus.
Eric Newman contributed to this story.
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Copyright 2007 Marketing y Medios |
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