-Caveat Lector-

Cultural sensitivity, McDonald's-style: beef-free in India, beer with your Big
Mac in France, and now...
=======================================
McDonald's Launches Guacamole Burger in Mexico


Reuters
09-MAR-99

MEXICO CITY (Reuters) - McDonald's serves beefless burgers in India, and the
French can order beer with their McDeluxes. Now the world's largest fast-food
chain is adjusting its menu to suit the Mexican palate by offering a burger
with guacamole and white cheese.

Oak Brook, Ill.-based McDonald's Corp. Tuesday forecast 16 percent growth in
Mexico this year, partly because it aims to sell more than 400,000 of the new
burgers, called "McMexicanas," every month. Mexico's 142 McDonald's
restaurants, visited by some 24 million customers last year, began serving the
new burger this week.

"The main objective of launching this product is to attend to the tastes and
preferences of our clients, which we gleaned through market studies," Jose
Carlos Gonzalez, McDonald's president in Mexico, said in a news release.

McDonald's operates about 24,800 restaurants worldwide, about half of them in
the United States.

The McMexicana is not spicy, as McDonald's already offers three types of hot
chile sauce in Mexico. The company says 86 percent of its customers in the
country put "salsa" on their McDonald's meals.

McDonald's said it would purchase 20 metric tons of Mexican-grown Hass
avocados a month to produce 13.5 metric tons of guacamole, an avocado-based
Mexican sauce.

A Mexican company will provide the cheese.


Copyright 1999 Reuters Limited.All rights reserved

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