Nov 28, 2007 6:04 AM, PROMO Xtra, By Amy Johannes

McDonald's is using sampling and coupons to promote the new McSkillet Burrito

McDonald’s is adding a little spice to its breakfast menu via a new breakfast burrito.

In an effort to gain greater market share, the fast food chain yesterday launched its latest morning offering, the McSkillet Burrito. And the company will use sampling as a key component to market the product.

McDonald’s plans to offer in-store samples and coupons to drive trial starting in December, William Lamar, McDonald’s USA CMO, said yesterday. The effort is expected to continue for several months.

“Our goal is to get as many customers as we can to try the product as early as we can,” he said. “In the food business, the best way to get people to experience your product is to give them a sample.”

A surprise sampling event is also planned around Feb. 29 to coincide with Leap Year, he said.

The McSkillet Burrito features sausage, peppers, onions, scrambled egg, potatoes and salsa piled in a tortilla wrap. The product, which will be a permanent menu item, sells for about $2.49. It complements McDonald’s smaller breakfast burrito, which will remain on the menu.

Breakfast is big business at McDonald’s. Since 2002, the category has grown 42%, and breakfast represents about 24% of the company’s U.S. sales, Jan Fields, executive vice president and COO, McDonald’s USA, said.

“Breakfast is our most profitable day part,” Fields said. “It contributes to a greater percentage, from a profitability standpoint, than any of the other day parts,” Fields said.

Despite McDonald’s larger push into the breakfast market, customers shouldn’t expect those menu items to linger beyond the morning hours.

“Breakfast all day is something that we will always take under consideration,” Fields said. “But that’s not going to happen for a long time.”

TV spots, which also support the launch, began airing last night. The commercials focus on products ingredients and as the product’s portability.

P-O-P materials, radios spots and online marketing also support the launch. DDB Chicago and Burell Advertising handle advertising and Arc Worldwide handles P-O-P for McDonald’s.

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info