McDonald's Milk Program Adds 800 Restaurants

With its new salad line a hit, McDonald's continues to tweak its image as a fast-food provider by expanding its "Got Milk?" promotion with the California Milk Processor Board.

More than 800 McDonald's restaurants are being added to the program, which promotes milk with McDonald's Breakfast Happy Meals, expanding it beyond the trial market of Sacramento to include greater Los Angeles, San Diego, Bakersfield and the Central Coast/Santa Barbara.

McDonald's restaurants in Southern California will also offer milk with the Hamburger Happy Meal on the Salads and More menu. McDonald's employees will wear "Got Milk?" buttons and the tagline will appear on menu boards, trayliners and other P-O-P.

The partnership hasn't yet evaluated sales or considered a national rollout, according to Jeff Manning, executive director of the California Milk Processor Board. "We'd be happy to do it, but we haven't been approached by anyone in McDonald's corporate yet," Manning said. "That might be appropriate after we get some sales numbers."