McDonald innovates new burger for Chinese diners

McDonald's China on Monday launched a new product, the Crispy Tofu Burger, as part of its monthly Members' Day Creative Menu to attract more customers with local cuisine preferences.

The new product with the tastes of Central China's Hunan region adds tofu, a new protein category to McDonald's menu, offering a multi-dimensional experience beyond the usual chicken and beef.

The move is to encourage consumers to join the world's leading food chain's membership and create more enjoyable and special benefits, the company said.

Every Monday in every month, McDonald's members will have exclusive access to a taste of one creative menu that is only available for one day, with a limited supply.

Since December, McDonald's innovations, like the Rice-cake McFlurry and Spicy Wagyu Beef Burger, have been popular among its members, McDonald's China said.

Globally, McDonald's second quarter fiscal report shows its same store revenue grew at 40.5 percent year-on-year, with the international franchise market boosted partly by increased revenue in China.