Punch line: Is Mickey D. is going haute cuisine? No, not really. The Mickster is just sticking a burger on baguette and charging the French a premium price. Mon dieu.
* * * * *
Excerpted from the WSJ “To Tailor Burgers for France, McDonald’s Enlists Baguett”
In France the fast-food giant is gearing up to offer a burger served on baguette, part of a wider effort to add more locally inspired fare to its menu and attract more upscale diners.
McDonald’s restaurants across France will test the McBaguette — a burger topped with French-made Emmental cheese and mustard.
The promotion is in line with the company’s successful global strategy of updating its restaurants to appeal to a broader clientele, while offering a more varied menu, up and down the price scale.
In France that involves tapping into a national obsession: bread.
- 98% of French people eat bread every day.
- The French each consume about 55 kilograms (a21 pounds)of bread a year.
- 65% of the two billion sandwiches sold each year in France are baguette-based.
The McBaguette will be sold for €4.50, more than a euro above the average price of a sandwich in France.
* * * * *
Ken’s Take: “Obsession with bread”? I thought the French were obsessed with something else. Live and learn …
Thanks to AGC
The Homa Files 