Don't miss

Replay


LATEST SHOWS

THE INTERVIEW

How to counter Islamic State group propaganda?

Read more

THE OBSERVERS

Coal power plant in Senegal worries residents; and the Venezuelan TV show... in a bus

Read more

BUSINESS DAILY

Italian government bails out two regional banks

Read more

FASHION

Behind the scenes at Dior’s star-studded desert show

Read more

IN THE PAPERS

That's one long sausage: New world record for French butchers

Read more

EYE ON AFRICA

Donors pledge millions at Uganda refugee summit

Read more

MEDIAWATCH

Depp plumbs depths of bad taste

Read more

THE WORLD THIS WEEK

France's new frontman, America's absent centre, May's Brexit gamble

Read more

REVISITED

Senegal’s Casamance hopes for new era of peace

Read more

France

McDonald's tries to tempt the French with 'McBaguette'

Text by News Wires

Latest update : 2012-04-10

US fast food giant McDonald's said Tuesday that it will introduce a "McBaguette" sandwich at its 1,230 French branches in an attempt to cater to local tastes. The McBaguette will begin a six-week test launch on April 18.

AFP - The French branch of US fast food giant McDonald's said Tuesday it was to introduce a "McBaguette" sandwich in a bid to cater to local tastes.

Often derided in food-mad France for its mass-production approach, the chain has worked to adapt with sandwiches featuring local ingredients such as goat's cheese and pepper sauce, alongside its traditional burgers and chips.

The McBaguette will be launched as a test product on April 18 for six weeks in the chain's 1,230 French restaurants, Nawfal Trabelsi, McDonald's France's vice president for marketing, told journalists.

"It's a crispy baguette, served hot, with beef, a slightly strong whole grain mustard sauce and ripe Emmental cheese," Trabelsi said, adding that the product was of "symbolic importance" and part of the company's efforts at local "integration".

After long resisting the lure of fast food, French consumers have increasingly turned to chain restaurants in recent years, with the fast food market growing from about 20 billion euros ($26 billion) in 2004 to nearly 33 billion euros last year.

McDonald's has done particularly well, growing to 63,000 employees since opening its first French branch in 1979 and with pre-tax turnover last year of 4.2 billion euros.

Date created : 2012-04-10

  • FRANCE

    French gastronomic meal joins UNESCO heritage list

    Read more

  • USA

    Has Coca-Cola’s secret recipe been discovered?

    Read more

  • FOOD INDUSTRY

    Private equity firm 3G Capital swallows Burger King

    Read more

COMMENT(S)