Southern California McDonald's® Restaurants Introduce A New Catch With Launch Of Fish McBites

Southern California McDonald's® Restaurants Introduce A New Catch With Launch
                               Of Fish McBites

Limited time menu item marks first new fish offering in more than 50 years and
first ever fish Happy Meal choice in the United States

PR Newswire

LOS ANGELES, Feb. 11, 2013

LOS ANGELES, Feb. 11, 2013 /PRNewswire/ -- Southern California McDonald's®
restaurants are making waves with the launch of a new fish menu innovation –
Fish McBites. Available through March 2013, Fish McBites are crispy, tender
pieces of poppable flaky wild-caught Alaska Pollock responsibly-sourced from a
Marine Stewardship Council (MSC) certified sustainable fishery.

Conveniently packaged for today's on-the-go consumer, the limited time Fish
McBites are available in three sizes – Snack (3 oz.), Regular (5 oz.) and
Shareable (10 oz.), and as an option in the Happy Meal. Additionally, from
February 12-14, 2013, participating restaurants will offer $1.00 snack size
Fish McBites giving customers even more reason to try the new bite-size menu
offering. Price and participation may vary.

"For over 50 years, McDonald's has lead the way in offering menu innovations
that delight the taste buds of consumers, as we did with the Filet-O-Fish and
today with the new Fish McBites," said  Michael Mangione, Jr., McDonald's
owner/operator and president of the McDonald's Operators' Association of
Southern California (MOASC). "With the introduction of the new Fish McBites,
we're excited to offer adults and kids yet another fun way to enjoy the
delicious, quality fish we serve."

Fish McBites Happy Meal

Recent research shows that kids and parents want to see seafood on kids'
menus^1. The limited-time Fish McBites Happy Meal responds to this demand
offering kids another great-tasting entree choice. In fact, Fish McBites
Happy Meals with 1% low-fat white milk, 100% apple juice and fat-free
chocolate milk, meet new nutrition criteria in the Council for Better Business
Bureaus Children's Food and Beverage Advertising Initiative.

"With the new Fish McBites Happy Meal, we want to help introduce fish to the
pallets of our youngest guests and offer parents an option they can feel good
about serving their kids," said Dan Coudreaut, Senior Director of Culinary
Innovation, McDonald's USA.

Responsible Sourcing

McDonald's has been supporting sustainable fishing for more than 10 years. In
January, the company announced it would become the first national restaurant
chain to adopt the Marine Stewardship Council's blue ecolabel on its fish
packaging in restaurants nationwide.

The MSC certification supports McDonald's commitments to quality,
sustainably-sourced ingredients and to helping customers make more conscious
food choices. Through the certification with MSC, McDonald's aims to help
ensure sustainable supply, but also educate customers about the importance of
responsible fishing practices. Customers will see new product packaging with
MSC's blue ecolabel beginning this month.

Sustainable fish sourcing is part of McDonald's broader commitment to
sustainable sourcing and 100 percent of all fish sold in its US restaurants
has been MSC-certified sustainable. To learn more about McDonald's work with
the Marine Steward Council visit

The McDonald's Operators' Association of Southern California (MOASC) is
comprised of more than 600 franchised and company-owned McDonald's restaurants
in Los Angeles, Orange, Riverside, San Bernardino and Ventura counties. Follow
us on Twitter: @McDonalds_SoCal.

^12012 Kids and Parents Discovery Survey, conducted for Kidzsmart Concepts
with The Restaurant Mom and Cincinnati-based Directions Research

Contact: Elicet Vega
         Porter Novelli
         (323) 762-2500

SOURCE Southern California McDonald’s
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