Journal Reports That McDonald's Is Testing New Waters <b></b>
New York-McDonald's Corp. is planning marketing testson two new restaurant concepts next year, one patterned after adiner and another after a deli, according to AdvertisingAge.
Anna Rozenich, speaking for the Oak Brook, Illinois-basedfast-food chain, declined to comment on the magazine report,saying, "It would be absolutely misleading to jump toconclusions based on partial information and purespeculation." Rozenich said that for competitive reasons, thecompany, the world's largest fast-food chain, does not publiclydiscuss tests or ideas unless it has something to announce.
According to Advertising Age, executives close to theproject whom it did not name say the diner prototype will be calledThe Diner at McDonald's, or something similar. It would allowconsumers to order from a kiosk and have a server deliver theirselections to the table.
The report said the other concept, a deli and ice cream shop, ismeant to be attached to a conventional McDonald's, with a menufeaturing deli meats, artisan breads, soups and fountaindesserts.
Both projects were intended to open this year but were delayed,Advertising Age reported.