How McDonald's could lighten up its menu: Look East

March 15, 2007

Posted Mar 12th 2007 11:20AM by Tom BarlowFiled under: Products and services, India, McDonald's (MCD) Sarah's story about the new McDonald's Godzilla-sized burger caused me to think about the last weekend I spent on a drive-around with a vegan friend. I came away with a new appreciation for

how meat-centric our fast food industry is. As we stood in line at Wendy's for a baked potato, I also thought about the impact of the film Super Size Me, and wondered how McDonald's (NYSE:MCD) might address customers looking for more healthful options.Then I came across an article about the company's expansion in India. One look at the Indian version of a McDonald's menu showed me that the corporation need only look east (or is it west?) for the answer.Take, for example, the McVeggie, on the menu in Mumbai -- "Breaded fried vegetable patty consist of peas, carrots, green, beans, red capsicum, potatoes, onions, rice and seasoning. The burger also includes lettuce, eggless mayonnaise in a toasted sesame seed bun." Makes your mouth water, no?

Vegans could also enjoy a McAloo Tiki, a potato and pea patty with 'special' sauce. (I wonder what would pass for special in Indian cuisine?) Non-vegan vegetarians have an even greater selection, such as the Veg McCurry Pan, a "rich béchamel eggless sauce mixed with exotic vegetables like broccoli, baby corn, mushrooms, red capsicum and freshly baked on rectangular spiced bread with a cheese topping." Also on the menu is the Pizza McPuff, mixed vegetables (carrot, beans, pepper, onion and green peas) and mozzarella cheese in tomato sauce wrapped in a fry-pie shell.I find it reassuring that, when and if we grown tired of our Sumo diet, McDonald's already has the food in production for a revised menu. All cows in favor, raise a hoof. Permalink Email this Linking Blogs Comments [3] Recent Posts Daily option update - March 15, 2007 The secrets of Harvard's money manager

Britney fiending for Coca-Cola Kohl's boosted by upgrade, plus a trade idea Merger buzz lifts DuPont, chemical stocks Reader Comments (Page 1) 1. Vegan? Meatcentric? I personally don't know anyone who talks like this. That could explain why you see a hell of a lot more steakhouses, BBQ joints and Chicken stands in America than vegetarian restaurants. I wish to God that people who live out of

the mainstream quit trying to turn the mainstream into fringe culture. If you like to eat watercress and sea cucumbers, fine with me, but quit trying to turn the McDonalds of the world into your idea of paradise, because pal, a sea weed McMuffin ain't my idea of good eatin'. Posted at 3:24PM on Mar 12th 2007 by jedsil 2. Ok...lets do some research before we blog. McD's have tried to "lighten up" its menue. They have tried the McVeggie burger in different markets at different times. They did not bring it out nation-wide because it didn't buy it. McDonald's sells what people want. Another example was the McLean Burger. A lot of times these items do not sell. If people want these healthy items then I don't think

McD's would not be ignorant enought not to sell it. Posted at 7:56PM on Mar 12th 2007 by Clark 3. You're absolutely right! I grew up in Austria and even the McD's there had more veg options. They had a veggie burger and veggie nuggets which were pretty good. McD's should really look to Burger King as an example and add (at least) a veggie burger.Actually, they have a good veggie burger at the NYC locations, but they aren't anywhere else. Maybe they're testing the market or something. Posted at 10:26AM on Mar 13th 2007 by dwPeter H

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