McDonald’s Corporation (NYSE:MCD)’s is testing it’s all new Chicken McGriddle that layers the restaurant’s fried chicken patty in between two pancake buns smeared with maple syrup. McDonald’s has recently launched 24-hour-a-day breakfast menu that was a big success. Some McDonald’s fans may have tasted this sandwich before. This sandwich has been rolled out in many markets earlier.
A McDonald’s spokesperson said that the fast food chain was always seeking new ways to provide different tastes to customers. He added that just like all other tests they were looking for customer reviews. The spokesperson warned that it is premature to say if the test could be expanded to other locations.
Brian Mortellaro, the owner of eight McDonald’s in Central Ohio, is introducing the item at his outlets. Two other McDonald owners in Central Ohio are also introducing the item. If customers are happy with the offering, the item will be rolled out on a wider scale.
Mortellaro mentioned that Filet-o-Fish as well as Big Mac and instances of McD’s favorites that were initially the ideas of Franchise owners. He added that the new offering has a chicken and waffles taste which is not available in the market right now.
The Chicken McGriddle will cost customers either $1.49 or $2. This breakfast sandwich will be available till March 27. MacDonald’s also experimented with BLT (Bacon, Lettuce, and Tomato) sandwich as well as an egg-white based sandwich. However, it concluded neither was as good as the Chicken McGriddle.
Sales won’t be the main factor to determine whether the product will be a permanent fixture as the test will not be supported by advertising. The biggest factor will be customer reviews. If customers approve of the taste and mention they would have the sandwich again, the food item would get a broader test run.
The franchise has currently been concerned about lackluster breakfast sales and decided to offer breakfast foods round the clock. McDonald’s has also invested money into improving its image given significant changes in the eating patterns of customers and stiff competition from other reputed food chains.