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McDonald’s Breathes New Life Into McGriddle Marketing

April 14, 2014: 12:00 AM EST
The fast-food breakfast war rages on, as McDonald’s – king of the quick-service morning meal mountain with a 31 percent market share – counters Taco Bell’s successful Waffle Taco introduction with a new ad campaign for an old standby, the McGriddle. The Waffle Taco itself is Taco Bell’s answer to the Egg McMuffin, but McDonald’s is countering with a renewed emphasis on the sweet-plus-savory McGriddle, launched in 2003 as a pancake-wrapped sandwich. The new campaign so far is confined to the McDonald’s Web site: the company has not yet launched a social media initiative.
Laura Stampler, "McDonald’s Is Taking On the Waffle Taco With This One Sandwich", Time.com, April 14, 2014, © Time Inc
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