McDonald's Corp.'s new cooking system will take a back seat in future TV ads to the new menu items the system makes possible, Larry Zwain, McDonald's senior VP-marketing, told Wall Street analysts at a biennial meeting at the chain's Oak Brook, Ill., headquarters this week. The system, designed to improve food quality in the chain's 12,500 restaurants, will be chainwide shortly, and is to be the spark for a range of new-product launches next year. First out are a new burger, the MBX, and two chicken sandwiches, the first national sandwich launches since 1996. The cooking system itself may get a mention, but that's all, Mr. Zwain said.
Copyright November 1999, Crain Communications Inc.