McDonald's Corp. executives said the company may test U.S. supermarket sales of a McDonald's brand ketchup and coffee (McDonald's ketchup is currently in a supermarket sales test in Germany); is testing in three New York City units a vegetarian burger; and in Pittsburgh is testing, with TV ad support, a value menu of eight items priced at 88 cents. Executives said they expect to add new products regionally but don't see any national rollouts for the remainder of 1998. Value will play a key role in the future, said Alan Feldman, who becomes president of McDonald's USA Aug. 1. Chairman-CEO Jack Greenberg said he expects to name a new U.S. chief marketing officer in six weeks from a list of candidates from inside and outside the company.
Copyright May 1998, Crain Communications Inc.