McDonald's CFO targets PMEB share

<P>To cater to more health and image conscious Asians, McDonald's has downsized its grilled Chicken Foldover (CFO) for a more fashionable look and feel. </P> <P>Targeting young professionals - "those who enjoy food that not only tastes good, but looks fashionably good too" - the packaging was overhauled to capture the sandwich's sleekness, said Shirley Foenander, vice-president of marketing and communications at McDonald's Singapore. "We are always listening to our customers' needs," said Foenander. "They have given feedback that they would prefer a more manageable portion size." </P> <P>In addition to reducing its size by 20 per cent, the smaller CFO has switched to 'light' dressings. </P> <P>The product campaign, created by Leo Burnett Singapore, introduces the sleeker design through a commercial that initially resonates like a slimming ad,  zooming in on the package's curves rather than the sandwich itself. </P> <P> "(The CFO) is unique in that the product looks great starting with its stylish packaging," said Foenander. "This is highlighted in the TVC, where the packaging is presented in an intriguing manner before the fresh ingredients and CFO are revealed." </P> <P>The CFO first launched in Singapore at the end of 2004, but according to Foenander, its loyal audience had become more discerning. "Sales have been encouraging. Since we launched the sleek new-sized CFO, we've seen a three-fold increase in product sales," she said, alluding to the soft launch at the end of August. </P> <P>In Asia, the downsized sandwich has already rolled out in Thailand, while Singapore is the second market to launch.</P>