Fast-food giant McDonald's Corp., is testing new breakfast products in an effort that some observers believe might be an attempt to strengthen the marketer's position against competitors like Dunkin'
Donuts and Starbuck's. The test is being conducted in a limited number of restaurants in the Northeast and includes specialty iced coffees and bakery products like muffins and scones. McDonald's said
it was too early to determine whether it would expand the product tests beyond the Northeast, but early indicators show customers are responding well to the new items. "As we have said all along, we
will continue to offer our valued customers the great taste and convenience that they expect from McDonald's," said Beth Bullock, regional marketing director, McDonald's Boston region. "We will
continue to gather customer feedback on these special offerings, and so far, customer response has been very positive." Experts say the experiment is a smart move because in order to stay
competitive, McDonald's needs to consider breakfast options beyond its current offerings. "It's important for McDonald's to buttress that loyalty and offer a line up now to make sure they keep their
morning customers," said Scott Hume, executive managing editor for the Oak Brook, IL-based Restaurants & Institutions. "Upgrading coffee was one way to do it, but coffee alone won't carry the day."
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