McDonald's has set their sights on a new target audience.
According to Burger Business, McDonald's is attempting to appeal to Italians with a new burger that features local beef from Piedmontese and Chianina cattle. According to Italian news agency Ansa, the burger is the result of a partnership with Italian meat supplier Gruppo Cremonini and the Coldiretti association of Italian farmers and ranchers.
Sergio Marini, President of Coldiretti, hopes the burger will help younger Italian eaters see the extraordinary quality of the meat of the Italian native breeds that are a wealth of biodiversity, food security and nutritional values, unique and exclusive in our country.
McDonald's recently worked with the government of former Prime Minister Silvio Berlusconi to create a "McItaly" burger, made with Italian ingredients. The burger was launched ads proclaiming "McDonald's speaks Italian."
McDonald's introduced similar local-food products elsewhere in Europe. Last year, it added a mini burger made with local Charolais beef to its menu in France. In Switzerland it created the McZuri burger in 2011, made from 100 percent ground Swiss veal, while the McIberica burger in Spain featured local Iberico ham, Manchego cheese and Spanish olive oil.
The new burgers will be available in Italy beginning Nov. 13.
When it comes to U.S. customers, McDonald's is overhauling its whole menu.
According to AdAge, McDonald's is making the switch from its Dollar Menu to Dollar Menu and More which will feature items ranging from $1 to $5. The company's CEO, Don Thompson, said the menu will roll out nationally and be supported by national advertising dollars.
The Dollar Menu & More was replaced the Extra Value Menu, an attempt at a mid-tier value menu with items up to $2, which was introduced in 2012 but did not meet sales expectations. The Dollar Menu & More lineup includes sandwiches that range from $1 to $2. The priciest items on the menu would include 20-piece McNugget for about $5.
McDonald's has also been trying to adjust their menu to better reflect healthier eating habits. The company recently rolled out chicken wraps and the option to substitute egg whites in any of its breakfast sandwiches. Early next year, customers will have the option to pick a salad instead of fries with their value meals.
