McDonald's is introducing its breakfast fare in France, the country where cafe culture means that 26% of young adults eat breakfast outside of the home. Cafes typically charge $3 for a petit creme (coffee with milk) at breakfast. McDonald's has a $3.30 offer--hot beverage and orange juice, plus either pancakes with jam or syrup and a muffin, or a fried egg toasted sandwich with cheese and bacon. A TV campaign through BDDP will promote the new menu.
Copyright October 1996, Crain Communications Inc.