News

McDonald’s UK wraps are biggest launch in four years

June 20, 2011

McDonald's U.K. is adding four wraps to its Deli Choices menu in what the company is calling its biggest launch in the past four years. The new offerings include sweet chili crispy chicken, grilled chicken salad, spicy vegetable and crispy chicken and bacon.

Marking Week reports that McDonald's U.K. has made more changes to its permanent menu in the past four years than it has in the previous 30.

The new wraps will be promoted through "experiential" marketing campaigns throughout the country, including street theater-style events at local restaurants. The events will challenge guests to perform tasks while carrying a portable wrap.

The campaign will be accompanied by the new tagline: "Too good to put down."

From the story:

Alistair Macrow, vice president of marketing for McDonald's U.K., said: "Introducing the new Wraps range is the next step in the expansion of our menu. In order to meet the changing demands and desires of our customers, over the last four years we've added more choice than ever before. We aim to give customers another reason to consider McDonald's as their lunchtime destination."