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McDonald's takes on chicken market

17 Nov 2009

“We decided to introduce the crispy chicken fillet range after considerable research into trends in the South African quick service market, where we have seen a significant growth in chicken consumption,” explains Greg Solomon, McDonald's South Africa MD, on the November launch of its new chicken menu.

The local launch follows the successful introduction of similar chicken menus in the US, UK and Australia.

“McDonald's is a global brand and we pay close attention to key practices that have succeeded in other markets. However, we would never simply cut and paste these practices into our market. We take great care to ensure that international trends are relevant to local consumers.

“The new chicken menu will be a highly competitive offering, but we see it as a natural progression in our commitment to offering greater choice to our customers,” he concludes.