A Hole New Breakfast Experience At McDonald's

McDonald's largest breakfast product launch in eight years kicks off with the introduction of bagels to its breakfast menu this week.

The advertising and public relations campaign will involve extensive use of television, radio, print, and outdoor signage media and will include instore customer challenges.

The launch follows more than two years of consumer research and product development in partnership with local supplier North's Buns Company Ltd.

"North's not only invested in new machinery but also sent staff to bakeries in Canada and the United States so they could replicate production methods in New Zealand," says McDonald's Vice President Marketing, Brian Weaver.

Research included trialing three different bagel options at McDonald's restaurants in Whangerei over a two-month period.

The choices: a tasty Western omelette bagel, a bagel with bacon, egg and cheese (both priced at $3.75) and a cream cheese and jam bagel (for $2.50) proved very popular with customers.

"We were pleasantly surprised by customer interest given that many New Zealanders are unfamiliar with bagels," says Brian.

"Breakfast sales increased significantly during the trial period, convincing the company to introduce bagels nationwide as a permanent menu addition."

New Zealanders were early adopters of breakfast as a dining-out option in this country when McDonald's launched its breakfast menu in 1993.

Today breakfast is one of the fastest growing parts of its menu.

Customers can try all three bagel options from this week at all participating McDonald's restaurants nationwide until 10.30am daily.

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