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McDonald's hoping new burger a Whopper stopper

Web posted July 2, 1997


Associated Press

CHICAGO - McDonald's hopes it has come up with a Whopper stopper.

Since December, the fast-food giant has been testing in selected Southern California markets a new sandwich called the Quarter Pounder Big & Tasty, which includes lettuce, tomato and mayonnaise, and sells for 99 cents.

It will be rolled out statewide this summer, according to Advertising Age magazine.

Analysts said Monday that a new sandwich would be just one piece in a formula the world's largest fast-food chain must come up with to boost sales.

McDonald's sales at U.S. stores open at least a year - an industry measure of performance - have been sluggish or lower in recent quarters.

Burger King, meanwhile, has been making inroads with strong marketing campaigns and its 99-cent Whopper. Wendy's also has seen sales grow strongly, boosted by its recent introduction of pita sandwiches.

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