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article imageWill kale help McDonald's shake off its 'junk food' image?

By Karen Graham     May 7, 2015 in Business
McDonald's Corp. is testing a variety of new menu options in an attempt to turnaround its lagging profits. On Wednesday, the company announced nine Southern California restaurants will begin offering breakfast bowls featuring kale.
Yes, many people might remember an ad that aired earlier this year, featuring the iconic Big Mac. The ad poked fun at kale, proclaiming it had no place on their iconic Big Mac. Well, move over Big Mac, here comes the kale breakfast bowl.
Kale is becoming a California staple, especially among the healthy-eating conscious. Touted as a "superfood," kale is a nutritious, and versatile vegetable, and it is widely grown around the world. Full of vitamins and minerals, kale has ingredients that protect us from vitamin A deficiency, osteoporosis, and iron-deficiency anemia.
One of the breakfast bowls being offered consists of turkey sausage, egg whites, kale, and spinach. Another bowl features chorizo and egg. The bowls sell for around $4.00, says Lisa McComb, a McDonald's spokeswoman. She also pointed out the Big Mac ad seen earlier this year has nothing to do with the latest breakfast bowl introduction.
McDonald's attempts to reinvent itself
New CEO Steve Easterbrook laid out a plan to turn the company around earlier this week. Call it an attempt to reinvent its "junk food" image. McDonald's is trying very hard to bring the company into line with what consumers are looking for today, and that is healthier choices in our fast-paced world.
To this end, Easterbrook is looking to turn the company into a "modern, progressive burger company” and at the same time, improve customers’ perception of its food. Added to the makeovers is a new "slimmed-down" menu selection and testing at selected sites in delivery, custom burgers and all-day breakfasts.
Canada has not been left out of the testing by McDonald's. Patrons at a number of test restaurants in Canada will get a chance to try one of three new salad offerings featuring "the mighty kale." Mark Kalinowski, an analyst at Janney Capital Markets, said in a report cited by CBC News that the three salad bowls with kale as an ingredient include the Caesar, Greek and harvest garden salad.
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