001046 McDonald's Testing New Restaurant ConceptsOctober 18, 2000New York - McDonald's Corp. is planning marketing tests on two new restaurant concepts next year, one patterned after a diner and another after a deli, according to Advertising Age. In a report in the magazine says that McDonald's lead ad agency, DDB Worldwide, and its promotions firm Frankel have been assigned to work on marketing for the two concepts. A spokeswoman for Oak Brook, Ill.-based McDonald's, declined to comment on the magazine report, saying, “It would be absolutely misleading to jump to conclusions based on partial information and pure speculation.” Anna Rozenich said that for competitive reasons the company, the world's largest fast-food chain, does not publicly discuss tests or ideas unless it has something to announce. According to Advertising Age, executives close to the project whom it did not name say the diner prototype will be called The Diner at McDonald's, or something similar. It would allow consumers to order from a kiosk and have a server deliver their selections to the table. The report said the other concept, a deli and ice cream shop, is meant to be attached to a conventional McDonald's, with a menu featuring deli meats, artisan breads, soups and fountain desserts. Both projects were intended to open this year but were delayed, Advertising Age said.
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