“McDonald’s easily led all companies in TV ad spend last month for the second time in 2019, spending $50 million to promote its new any size $1 soft drink limited time offer, and mix and match 2 for $5 deal to customers.
The Illinois-based chain last topped the list in February when it introduced bacon as a new topping on its signature burgers. McDonald’s was pressed by analysts last week on its first quarter earnings call about when it would also delve into the growing plant-based food trend, which rival Burger King has tapped into with Impossible Foods. CEO Steve Easterbrook said McDonald’s is currently weighing additional complexities of launching its own product, while also assessing the sustainability of the consumer trend.
“Our menu teams are clearly paying close attention to it,” said Easterbrook. “They are discussing this amongst each other and with some of the options that are out there. So maybe more to come, but nothing much to say about it in the moment.”
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“Burgers have been a top item ordered at U.S. restaurants for decades, but chicken sandwiches have come on strong over the last several years, according to The NPD Group receipt-harvesting service, Checkout, which tracks the same buyers’ purchasing behaviors over time. It found that although chicken sandwiches were still behind burgers in the sandwich pecking order, they were gaining ground. Over the 12 months ending February 2019, chicken sandwich orders were up 4% at 4 billion serving, but burger orders were flat at 8.6 billion ordered.
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