McDonald's seeing slowdown in US breakfast business following Taco Bell's nationwide launch of its breakfast menu last month, according to Citi Research survey

Nevin Barich

April 18, 2014 (India Retail News) – Branding/Marketing: The US-based fast food chain McDonald's has unveiled a month-long campaign '2014 FIFA World Cup Escort Program' allowing children between the age group of 6 to 10 years to take part and win a chance to accompany a player during the FIFA World Cup in Brazil. The company will choose one child along with a guardian for this paid trip to Brazil. The company will bear the expenses of the trip. More than 1400 children will participate in the campaign. Besides escorting football players to the ground, McDonald's will organize sightseeing tours to Rio De Janeiro, Brazil for the children.

Sales: McDonald's breakfast market has realized a slowdown following the launch of Taco Bell's breakfast menu on March 27, 2014. A.M. Crunchwrap, the Waffle Taco and other menu items have zoomed the traffic and sales of Taco Bell, stated a survey of Citi Research.

New Offering: McDonald's Indian has introduced Royale Range premium burgers 'Grilled Chicken Royale' and 'McPaneer Royale' in the country.

Management Quote: Kailash Agarwal, Director, North & East, McDonald's India spoke to The Times of India on the launch of burgers:

"The new range is the result of the brand's three years of focus to develop products across its menu that find resonance in taste and relevance to all consumer segments - from the value conscious to taste driven customers."

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