McDonald's Sends MegaMac Into Fray By Scott Hum

OAK BROOK, ILL. - McDonald's Corp. is upping the ante in its battle of the big burgers with Burger King. The leading chain is testing in Washington D.C. a 'MegaMac'

Although the MegaMac is testing only in 100 stores in the one market, Mcdonald’s corporate is said to be very high on its appeal to teens and as a dinner item. ‘They’re very excited about this; I think you’ll see it roll out very quickly,’ said a McDonald’s source.
If MegaMac proves to be a hit with consumers and becomes a permanent menu addition, McDonald’s might remove the slow-selling McLean Deluxe low-fat burger, according to sources.
In-store materials support the test now, but TV spots from Leo Burnett will be readied to back a rollout, this source said. A McDonald’s spokesperson said the test was originated by the co-op, the McDonald’s Washington Regional Advertising Association, handled by McCann-Erickson, and said the company currently has no expansion plans for MegaMac.
McDonald’s also has been testing a one-third pound Mickey D burger. Rival Burger King also has been testing on one-third pounder, bigger than its Whopper signature sandwich, called the Great American Hamburger.
The battle for biggest isn’t confined to the burger category. Domino’s Pizza last week said it will introduce the Dominator, a carryout-only pizza with 30 slices. A TV campaign from Grey Advertising will herald its arrival. It tops Pizza Hut’s recently added Bigfoot and Little Caesar’s Big! Big! Cheese pizzas, both of which offer 24 slices.
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