McDonald's Premium line
The McDonald's Premium line is a group of products introduced by McDonald's in the spring of 2003. It includes the company's larger chicken sandwiches, its salad line, and its coffee products. The sandwiches are targeted at various demographic markets, the grilled chicken sandwiches and salads are targeted at both the female and health-conscious demographic markets.[1][2] The entire line is intended to bring in a larger, more affluent, adult audience seeking better quality products.[3]
Sandwiches
McDonald's line of larger chicken sandwiches (The Classic, Club and Ranch BLT)[4] were introduced in July 2005 as part of McDonald's menu revamp.
The classic includes Lettuce, Tomato, and Mayo. The Club also has Lettuce Tomato and Mayo, but also comes with Swiss cheese and bacon. The ranch BLT comes with a creamy ranch sauce, Bacon, Lettuce and Tomato.
All three can be chosen with either buttermilk crispy or grilled chicken and all are served on a honey wheat roll.
A Spicy Chicken sandwich, with chipotle spices in the breading, was part of the premium line for a limited time in 2006. It was made the same way as a Classic, but with ranch instead of mayo. The spicy Chicken was brought back temporarily in late 2008, but it was not part of the premium line. In 2011, the honey wheat roll for the sandwiches was replaced with a whole grain bakery style bun to make the sandwiches "more neutral" in flavor. The entire Premium Chicken sandwich line was replaced in 2015 by the Crispy Chicken Deluxe (in August renamed the Buttermilk Crispy Chicken Sandwich) and the Grilled Chicken Deluxe, two sandwiches that were part of the ill-fated Deluxe sandwich line in 1996 and have been slightly reformulated, meaning that they are now served on artisan rolls.
Salads
The Premium product line in the United States, Canada, and the United Kingdom includes McDonald's salad products. First introduced in March 2003, the salads all are a mixture of
- cilantro-lime glaze for the chicken served with a "southwest" dressing.
- Bacon Ranch Salad - Monterey Jack cheese served with ranch dressing.
- Monterey Jack cheeseserved with a creamy caesar dressing.
- Fruit & Walnut Salad - candied walnuts, low-fat yogurt, and red and green apple slices with red seedless grapes.
- Fiesta Salad - warm seasoned beef, cheddar jack cheese, and crispy tortilla strips served with all natural chunky salsa.
- The dressing.
Additional dressing flavors offered include a low fat
Chicken Selects
The advertising for its
McDonald's stopped selling chicken selects in 2013, but they were brought back for a limited time promotion in March 2015 to combat McDonald's low sales.
Beverages
In the United States McDonald's has upgraded its coffee line. In the Northeastern States coffee is sold under the Newman's Own brand. In 2007 McDonald's expanded the Premium coffee line to include flavored
The Premium coffee line is designed to compete in the high end coffee segment created by Peet's Coffee, specifically the international chains Starbucks and Dunkin' Donuts and is advertised under the McCafé brand.[6]
See also
- McDonald's products
- Newman's Own
- Green Mountain Coffee Roasters
References
- ^ Warner, Melanie (2006-04-19). "Salads or No, Cheap Burgers Revive McDonald's". the New York Times. Retrieved 2008-07-26.
...McDonald's has persuaded millions of mostly female customers to buy its healthier, higher-priced salads.
- ^ Day, Sherrie; Stuart Elliot (2003-04-08). "At McDonald's, an Effort to Restore Lost Luster". the New York Times. Retrieved 2008-07-16.
New products, like McDonald's premium salads topped with hot chicken and Newman's Own salad dressing, will play a big role in efforts to attract consumers who have special concerns about health issues in their diet.
- McDonald's Corporation. 2005-09-17. Retrieved 2008-07-16.
'We wanted to create something that reflects consumers' changing tastes, met their lifestyle needs, and was premium quality,' said Executive Chef Dan Coudreaut
- ^ According to the option listing at the McDonald's Website Archived 2008-05-16 at the Wayback Machine.
- McDonald's Corporation. Archived from the original(PDF) on 2008-04-10. Retrieved 2008-02-29.
- McDonald's Corporation. Archived from the original(PDF) on 2008-04-10. Retrieved 2008-02-29.
External links
- Nutrition Info from McDonald's