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Article: MCD'S PREPARES NEW SANDWICHES FOR ROLLOUT: BIG XTRA, CHICKEN ITEMS SLATED FOR INTRO, WITH NEW COOKING SYSTEM.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- July 12, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Three sandwiches currently in test are expected to be what McDonald's Corp. uses to jump back into the fast-food game of providing new-product news to consumers.
Stung by the high-profile failure of its Arch Deluxe in 1996, McDonald's has shied away from big product launches as it helped franchisees finance the installation of new cooking equipment.
The Big Xtra, a large burger with lettuce and tomato, and two revamped chicken sandwiches-McCrispy Chicken and a grilled chicken-top the list of contenders for chainwide rollout once the burger giant has completed the addition of the new cooking system throughout its 12,500 U.S. outlets.
A tossed ...