National launch of Signature McWrap® caters to growing consumer demand for chicken meal options
TORONTO, May 14, 2013 /CNW/ - Today, McDonald's Canada is expanding its entrée offerings with the national launch of Signature McWrap, a full-sized wrap designed specifically for Canadian tastes and lifestyles. With the new menu offering, the company is catering to consumer demand for more chicken meal options while aiming to grow its market share of the chicken category in the quick service industry.
"McDonald's has always revolutionized the way people eat and drink on the go with iconic menu offerings that Canadians know and love. We're continuing that tradition today as we introduce our game-changing Signature McWrap," said John Betts, President and CEO, McDonald's Canada. "By expanding our portfolio, we are growing our presence in the sizeable chicken category while maintaining our position as a leader in the quick service industry."
The Signature McWrap was developed based on research that Canadians are looking for menu options that are prepared quickly and suitable for take-out, especially during lunchtime. According to the research, lunch is the most skipped meal of the day - more so than breakfast - and 80 per cent of lunch occasions take place on-the-go.*
"We always keep our customers' needs as a top priority when developing new menu items and the introduction of our Signature McWrap is our response to the growing trend of on-the-go eating, especially at lunch," said Anne Parks, Director of Menu Management, McDonald's Canada. "From the ingredients to the unique package design, this exciting new menu item is made to tantalize Canadian palates while accommodating their lifestyles and eating habits."
Signature McWrap is served on a whole wheat steamed tortilla made with 100 per cent seasoned chicken breast (grilled or crispy) and is available in three mouth-watering flavours:
- Sweet Chili Signature McWrap - fresh cucumber and sweet spicy Thai sauce
- Fiesta Signature McWrap - tomatoes, chili lime seasoned tortilla strips, shredded Monterey Jack and light cheddar cheese and tomato salsa sauce
- Chicken and Bacon Signature McWrap - tomatoes and Jalapeno Monterey Jack cheese
The Signature McWrap is one of the most successful global menu items today, and arrives in Canada from McDonald's Europe. Parks tailored the global recipe to cater to Canadian taste preferences. For example, she chose a whole wheat tortilla wrap, a global first, and added more spice to the Sweet Chili flavour.
Signature McWrap is priced at $4.99 plus tax and is available at participating restaurants. It is served in an innovative grab-and-go package, enabling customers to easily tear off the top and begin enjoying mess-free eating, right out of the box.
The launch of Signature McWrap is supported by a multi-channel advertising campaign, including TV, radio, out-of-home digital and in-store merchandising.
Nutritional information for Signature McWrap can be found at:
About McDonald's Canada
McDonald's is the leading foodservice company in the world. McDonald's Restaurants of Canada Limited and its Canadian franchisees own and operate more than 1,400 restaurants and employ more than 80,000 Canadians coast-to-coast. Approximately 80 per cent of McDonald's Canadian restaurants are locally owned and operated by independent entrepreneurs. For more information about McDonald's Canada, visit www.mcdonalds.ca or follow us on Twitter (@McD_Canada) and Facebook Facebook.com/McDonaldscanada) for updates on our business, promotions and menu items.
*The NPD Group/National Eating Trends® - Canada; years ending March 2012
Video with caption: "Video: See how it's made: Watch Anne Parks, Director of Menu Management at McDonald's® Canada, as she makes the new Signature McWrap®, available in three flavours-Fiesta, Chicken & Bacon and Sweet Chili.". Video available at: http://www.youtube.com/watch?v=eYWbhaQG6x4&feature=youtu.be
Image with caption: "Anne Parks, Director of Menu Management at McDonald's® Canada, reinvents classic menu items and develops new dishes, like the new Signature McWrap®, that millions of Canadians enjoy every day. (CNW Group/McDonald's Restaurants of Canada Ltd.)". Image available at: http://photos.newswire.ca/images/download/20130513_C6429_PHOTO_EN_26639.jpg
Image with caption: "The new Signature McWrap® is available in three flavours-Fiesta, Chicken & Bacon and Sweet Chili-at McDonald's® locations across Canada. (CNW Group/McDonald's Restaurants of Canada Ltd.)". Image available at: http://photos.newswire.ca/images/download/20130513_C6429_PHOTO_EN_26641.jpg
Image with caption: "It's a wrap: Anne Parks, Director of Menu Management at McDonald's® Canada, wraps up a new Signature McWrap® with grilled chicken, shredded lettuce and cucumber in a warm whole wheat tortilla. (CNW Group/McDonald's Restaurants of Canada Ltd.)". Image available at: http://photos.newswire.ca/images/download/20130513_C6429_PHOTO_EN_26643.jpg
SOURCE: McDonald's Restaurants of Canada Ltd.
For further information:
or interview requests, please contact:
McDonald's Media Relations