Orange County Register

To thwart efforts by rivals who have stepped up morning food offerings this year, McDonald’s has added a traditional Mexican breakfast burrito to its menu.

The item, dubbed the McSkillet, began appearing in restaurants last week, including hundreds in Southern California and Orange County. At a restaurant in Orange, the McSkillet was prominently advertised as a “new” item, selling for $2.69 each, or as part of a $4.19 combo meal.

The spicy burrito contains potatoes, red and green bell peppers, sausage, egg and cheese. The ingredients are tightly wrapped with a tortilla so it looks like a traditional Mexican burrito. It also comes with a ketchup-size packet of “Mexican Style Salsa.”

McDonald’s declined to discuss details of the product because the chain plans to discuss the debut of the item next week during a press event. At the Nov. 27 news conference, McDonald’s will showcase the McSkillet as part of a push to emphasize its “breakfast dominance,” according to a memo sent to the Register this week.

McDonald’s is ratcheting up its morning menu at a time when rivals such as Burger King, Wendy’s International, and Subway have added new breakfast grub this year. Orange County companies, Wienerschnitzel, Taco Bell and Del Taco, have also rolled out some innovative breakfast foods. Del Taco, for example, is selling an egg-stuffed taco.

Cafes and doughnut chains such as Starbucks and Winchell’s are also playing up breakfast by introducing warm egg-stuffed sandwiches.

In light of the crowded breakfast arena, fast-food consultant Bob Sandelman said McDonald’s is smart to keep its morning menu fresh.

“They’re looking for ways to maintain their breakfast dominance,” said Sandelman, chief executive at San Clemente-based Sandelman & Associates.

Sandelman’s research firm tracks trends in the quick serve industry. He estimates that McDonald’s owns a 40 percent share of sales during breakfast. With the burrito addition, Sandelman said McDonald’s is sending a message that they can provide a morning burrito at a value — which could hurt Mexican chains like Lake Forest-based Del Taco.

But Del Taco, one of the nation’s largest Mexican fast food chains, believes its customers will be able to differentiate competing products.

“At Del Taco, customers know their menu items will be made to order with quality ingredients,” Chief Marketing Officer Mimi Somerman said.

Update 12/18: For read a review of the McSkillet from the McChronicles, CLICK HERE.

Related stories:

Starbucks adds breakfast wraps

A list of new breakfast options at fast food chains

Del Taco adds breakfast taco

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