McDonald's steams into French breakfast culture

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PARIS -- McDonald's is taking its McMorning-branded breakfast to France - the country where cafe culture means that 26% of young adults already eat breakfast outside of the home.

Cafes typically charge $3 for a petit creme (coffee with milk) at breakfast. McDonald's is aiming to steam into the lucrative breakfast market with a $3.3 offer, consisting of a 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.

It's a formula that began in the U.S. in 1971 and has rolled out to the U.K. in 1987 and Germany in 1994. It hits France at a time when dietary advice is insisting on the importance of a substantial healthy breakfast. One in every six children in France goes to school without eating or drinking anything. And adults are also facing persuasive techniques where breakfast is concerned: Nestle recently boarded a train to dish out free breakfasts to all first class passengers in a special promotion.

Copyright October 1996, Crain Communications Inc.

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