May 30, 2005
With over three million sold since their release in February, the rice burgers developed by Taiwan McDonald's are now slated to be introduced to other Asian markets. McDonald's headquarters has already dispatched personnel to Taiwan to study the manufacturing process for the popular rice burgers, which are made by sandwiching a slice of either chicken or beef between two rice patties.
Figures released by McDonald's reveal that 30 out of every 100 customers that visited a McDonald's in Taiwan have opted to order a rice burger since this locally-developed product was released. While helping to improve the image of McDonald's as a healthy alternative, Taiwan McDonald's says that the rice burgers have also created a huge jump in the restaurant's revenues in the first quarter.
Market research conducted by Taiwan McDonald's shows that 70% of Taiwanese consumers have heard of the new rice burgers.
Taiwan McDonald's, which operates 346 restaurants around the nation, has been working to both localize its menu and promote healthy, active lifestyles in recent years. These efforts have included new menu choices, such as the rice burgers and salads. In addition, Taiwan McDonald's has teamed up with the National Council on Physical Fitness and Sports in order to promote a campaign aimed at encouraging healthy eating and exercise. The fast food restaurant will contribute 10,000 set meals to be offered as awards under this campaign.
(United Daily News, Taipei Times)
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