September 18, 2012 — Emails obtained by Advertising Age indicate that McDonalds has plans to do a national roll out of a new seafood product for the 2013 Lenten Season.
According to emails sent from one of its main suppliers and obtained from Advertising Age, McDonalds expects to launch its Fish McBites product in February 2013, most likely on a limited-time basis. The company initially tested the product in select markets in early 2012, and will now make the product available nationally.
McDonald's had a very strong 4th quarter 2011 and 1st quarter 2012, and is hoping that product rollouts, such as the McRib in the 4th quarter, the the Fish McBites in the 1st Quarter, will help them hit their comps.
In 2012, the company had a limited test of Fish McBites, and judging by the upcoming expansion, it was very successful.
A spokeswoman for McDonald's told Advertising Age: "We cannot comment on leaked documents, information."
Seafood.com is a subscription-based website. The article is reprinted with permission.