McDonald's locations in New Mexico are celebrating Hatch Chile season with the release of a brand-new breakfast burrito. The Hatch Chile is a flavorful pepper grown in the area surrounding Hatch, New Mexico. This new McDonald's menu item celebrates the popular ingredient with a dish tailored to the New Mexico market.
The Green Chile Sunrise Burrito is a breakfast wrap that is made with Hatch Autumn Roasted Bueno Green Chile. In addition to the chiles, the burrito also contains scrambled eggs, bacon, cheese, onions and a hashbrown wrapped inside a flour tortilla. Instead of the chain's more traditional breakfast sandwiches, the burrito offers a regional dish that not only celebrates Hatch Chile season, but also the influence of Mexican cuisine in the state.
What's Driving This Trend
- Regional Ingredient Celebrations
- There is an opportunity for restaurants to create menu items that celebrate local and regional ingredients to appeal to local customers.
- Incorporating Ethnic Influences
- Restaurants can incorporate ethnic cuisines and flavors in their menu items to cater to diverse customers.
- Breakfast Item Innovation
- There is room for innovation in the breakfast item market, particularly with unique wraps and burritos.
Who This Affects Most
- Fast Food Industry
- Fast food restaurants can create region-specific menu items, such as breakfast burritos with local ingredients, to appeal to diverse customers.
- Mexican Cuisine Industry
- There is an opportunity for Mexican cuisine restaurants to expand their customer base by incorporating local and regional ingredients, such as Hatch chiles.
- Breakfast Food Industry
- Breakfast food restaurants can innovate with unique breakfast wrap and burrito options to differentiate themselves in the market.
