Veggies? Canadians Asked. McDonald's® Listened.

Consumer demand for more meatless entrées leads to launch of new Signature 
McWrap® Mediterranean Veggie and Santa Fe Veggie 
TORONTO, Aug. 27, 2013 /CNW/ - McDonald's Canada today announced it is 
expanding its entrée offerings to include two new meatless options on its 
menu nationwide - Signature McWrap Mediterranean Veggie and Santa Fe Veggie. 
The company developed the new products to meet the growing appetite among 
Canadians for more veggie-based menu choices in their daily diet.* 
McDonald's menu evolution is influenced by consumer engagement, including 
through the company's digital platform Our Food. Your Questions™. A recent 
study by Environics Research Group* among Canadians found that 76 per cent of 
those surveyed feel they should include more veggies in their diet and 71 per 
cent search for veggie-only choices at least sometimes, even if they don't 
consider themselves to be vegetarian. That search becomes much harder when 
they eat out with 51 per cent of respondents saying they are not satisfied 
with the current meatless options available at restaurants, with some 
respondents calling them "fairly limited" to "terrible." 
"A key ingredient to our success has been our ability to remain relevant and 
consistently deliver what our customers are looking for because we listen 
intensely and respond to their needs," said John Betts, President and CEO, 
McDonald's Canada. "The new Signature McWrap veggie options are part of our 
ongoing commitment to evolve our menu to meet changing lifestyle preferences 
while creating entrée options that welcome new customers into our 
The trend among Canadians to eat more vegetables is becoming a growth area in 
the quick service restaurant (QSR) industry, with servings of non-fried 
vegetables posting 10-13% growth versus last year, outperforming total QSR 
traffic which remained flat on the year. † 
McDonald's Canada first introduced a meatless menu offering in 2002 with the 
veggie burger. While it did not become a permanent menu item, the Environics 
survey results show that appetite for flavourful vegetable-based menu options 
is a big part of the future if these items can deliver on taste. The survey 
found that while 92 per cent of Canadian quick service restaurant consumers 
consider themselves meat eaters, six out of ten say they have increased the 
number of servings of vegetables they consume and of those who choose a veggie 
option, 40 per cent say it must be unique and flavourful because they are 
driven by taste first. 
The new Signature McWrap options are served on whole-wheat steamed tortillas 
and are available in two delicious flavours: 

    --  Mediterranean Veggie - roasted garlic hummus, feta cheese,
        tomatoes, cucumbers, red onions, shredded iceberg lettuce,
        lemon-seasoned crispy onions seasoned with lemon, and a creamy
        Mediterranean feta sauce.
    --  Santa Fe Veggie - fire-roasted corn, black beans, a blend of
        light cheddar and Monterey Jack, tomatoes, red onions, shredded
        iceberg lettuce and crunchy tri-colour tortilla strips are
        mixed with chili lime glaze and a Southwest sauce.

The new veggie Signature McWrap options are priced at $4.39 plus tax and are 
available at participating restaurants. The new flavours are an extension of 
the Signature McWrap line-up launched in May 2013. It is served in an 
innovative package that makes it easy to eat on-the-go by tearing off the top 
and enjoy eating it right out of the box.

The veggie Signature McWrap menu items are being supported by a national 
advertising campaign that includes TV spots, OOH, radio, digital, DM and 
in-store merchandising.

Nutritional information for Signature McWrap can be found at:

*About The Survey: Environics Research Group conducted an online survey from 
August 12 to 15, 2013 of 501 Canadians who have eaten at quick service 
restaurants over the past four weeks. All respondents were aged 18 to 64 years 
old and were recruited from an online consumer research panel. Quotas were 
applied to represent the age, gender, and different regions in Canada.

†The NPD Group/ CREST® - Canada; years ending May 2013

About McDonald's Canada
McDonald's is the leading foodservice company in the world. McDonald's 
Restaurants of Canada Limited and its Canadian franchisees own and operate 
more than 1,400 restaurants and employ more than 80,000 Canadians 
coast-to-coast. Approximately 80 per cent of McDonald's Canadian restaurants 
are locally owned and operated by independent entrepreneurs. For more 
information about McDonald's Canada, visit or follow us on 
Twitter (@McD_Canada and Facebook for updates on 
our business, promotions and menu items.

For more information or interview requests, please  


McDonald's Media Relations 1-877-786-3342

Image with caption: "McDonald's® Canada's new Signature McWrap® veggie 
options are the first meatless entrées in nearly a decade and are available 
in Mediterranean Veggie and Santa Fe Veggie flavours. (CNW Group/McDonald's 
Canada)". Image available at:

SOURCE: McDonald's Canada

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CO: McDonald's Canada
ST: Ontario

-0- Aug/27/2013 11:00 GMT

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