The Taipei Times (by way of McChronicles) reports that McDonald's Taiwan has sold 5 million units of its home-grown rice burger after only six months on the market. Not bad.
More important, McDs is looking to expand its new burger globally. Could it play in the US? Apparently, the burger consists of a choice of either chicken or beef sandwiched between rice buns. So much for the vegetarian market.
But let’s take a look at the calorie content:
rice burger: 378 calories
Big Mac: 529 calories
It certainly can’t hurt to give it a shot. After all, the Happy Meal was concocted by a Kansas City ad agency as a one-time promotion and look where that ended up.
McDonald’s Taiwan has developed several products in the past, including Japanese style pork burger, kimchi burger, grain burger and others, but none of the products have had the success of the rice burgers.
McDonald's, the global fast-food brand, is increasingly adapting its burger menu to different tastes as part of a systematic localisation strategy to enhance its popularity.
In Taiwan, that has meant the rice burger: crispy chicken or sliced beef with a mixture of cabbage or lettuce, served between two lightly toasted rice patties. It will also be rolled out to Hong Kong, Singapore, the Philippines and Malaysia this year.
Localizing menus is key to McDonald's strategy for expanding into emerging markets such as China, though there has also been change in some mature markets. Soup is being trialled in Portugal, and pasta is set to join the menu in Australia.
But unfortunately in the Philippines,even Filipinos loves rice, McRice burger didn’t hit the desire of the consumers, maybe because Filipino wants to be served w/ traditional burger meal or traditional rice meal. After some months of bombarding the television, radio and print spaces w/ the new McRice ads, they suddenly remove it on air so as in the counter of every McDonalds fast foods unnoticed by people. Even in McDonald's Philippines website McRice Burger is not be seen anymore.
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