A  HANDY  RICE  MEAL

MANILA, OCTOBER 30, 2006 (STAR) By Julie Cabatit-Alegre - It is one of those things that you least expected: the Eastern-ization of one of the most recognized western food icons – the McDonald’s burger. But here it is: the McDonald’s McRice Burger. Who would have imagined taking away the buns from the burger and, in its stead, taking two specially made rice patties to make a sandwich?

Well, someone at McDonald’s did. Someone took the time to stop and think about all those people who love McDonald’s, and yet prefer to take their meals with rice. Now, they can enjoy the best of both worlds.

It took 18 months of careful research and development to deliver this "scrumptious and complete rice meal." What makes it unique is that unlike ordinary rice meals, which require a plate and utensils, the McRice Burger may be eaten just like a regular burger, in any situation – at home, at the office, outdoors, on the run – without the fuss and without the mess.

"Its handy, innovative packaging has made this possible," says Kenneth Yang, president and CEO of McDonald’s Philippines.

The McRice Burger comes in a unique box-like container that you "unzip" to reveal the neatly packed rice meal inside. It’s as simple as that. Now, you’re ready to bite into your McRice Burger.

You have a choice of either the Beef Supreme or the Chicken Supreme. The Beef Supreme comes with a juicy beef patty dipped in a rich, sweet, and tangy Asian barbeque sauce, while the Chicken Supreme has a crispy, tender breaded chicken fillet topped with special garlic mayo dressing. For color, texture and added nutrition, both the Beef Supreme and the Chicken Supreme are topped with fresh green lettuce and shredded red cabbage. And of course, you have the rice patties, made from fragrant, white rice, steamed and pressed into two round patties. The rice patties are sprinkled with black and white sesame seeds so that when the patties are toasted, they give off a mouthwatering aroma and nutty character to the rice.

"The new McRice Burger is a delectably innovative approach to rice, a food item that is indispensable in any Filipino meal," Yang observes. "McDonald’s just made rice easier and more practical to eat without compromising flavor. This is great for people who want a convenient and portable rice meal. After achieving much success in Taiwan, Hong Kong, and Singapore, we now bring McRice Burger to the Philippines for the local market to enjoy."

McDonald’s is the world’s number one quick service restaurant chain. It has offered countless food innovations such as the Chicken McNuggets, McFlurry, Big Mac, and Filet-o-Fish, all created to meet the changing tastes and growing needs of its customers. We can expect even more surprises from McDonald’s, Yang assures us, as it celebrates its 25th year of providing high-quality products at good value to Filipinos.

A 19th century author once wrote: "Gift, like genius … means an infinite capacity for taking pains." Someone at McDonalds took pains to develop this extraordinary rice meal, the McRice Burger. This is a gift. This, too, is genius.


Chief News Editor: Sol Jose Vanzi

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