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Restaurant Industry News
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Sunday June 11th, 2006 |
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McDonald's Chinese Take-Out
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The fast-food empire was built on just a few menu items. But these days regional tastes are key, so step up for shrimp burgers and fried-rice patties |
McDonald's has traveled light years from its '70s-era formulation of two all-beef patties, lettuce, cheese, pickles, onions, and special sauce on a sesame seed bun. And nowhere is that shift more evident than in Asia. A generation ago, the Golden Arches in Asia offered little more than the basic fast-food fare also found in Kalamazoo or Kansas City.
No longer. Last year in Taiwan, a new lineup of sandwiches featuring Kalubi beef or spicy chicken on a fried-rice patty glazed with soy sauce was a smash hit, and was quickly rolled out to Singapore and Hong Kong. The McArabia flatbread, chicken, onion and garlic mayonnaise number that debuted in the Middle East a few years back is now in Indonesia. And the popular Ebi Filet-O, basically a shrimp burger -- all the rage in Japan -- may soon make its way to restaurants around that region, too.
McDonald's (MCD) executives in Hong Kong, where the company oversees operations of some 7,700 outlets around Asia, the Middle East, and Africa, would love to see even more of this kind of cross-fertilization. To help make that happen, the conglomerate on June 6 opened a new multimillion-dollar food studio and quality center. It's a culinary idea lab that will draw on diverse cooking styles to jazz up McDonald's offerings in the region. "We are in the world's greatest cookbook," says Tom Pickles, McDonald's Hong Kong-based senior director for menu management.
External Source - For the complete article click here
Source - BusinessWeek Online
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| Last: |
33.38 |
| Time: |
6/9/2006 4:01pm |
| Change: |
-0.31 |
| Opened: |
33.65 |
| Day: |
33.88 - 33.38 |
| Volume: |
4112000 |
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