McDonald’s initiated the breakfast movement by launching “National Breakfast Day” in 2013 to emphasize the importance of breakfast – and to give customers an easier start to the day with wholesome, convenient breakfast solutions. This program is part of McDonald’s commitment not only to grow the breakfast category but also encourage Indians to eat breakfast. Breakfast is an important start to the day everywhere in the world, and McDonald’s wants more people to enjoy the value of breakfast with a free McMuffin at the nearest McDonald’s.
Back by popular demand, ‘National Breakfast Day’ is a global initiative that sees participation from over 6,000 McDonald’s restaurants across Asia-Pacific, Middle East and Africa. Given the large number of participating restaurants – potentially, this will mean a free breakfast for millions of McDonald’s customers across countries.
“McDonald’s is the only QSR chain in India to offer a dedicated breakfast menu for customers. By inviting our customers to join us for a free McMuffin in the morning, we want to start a movement and rally people to make breakfast an integral part of their healthy morning,” saidRanjith Paliath, Vice President, Business Operations, Hardcastle Restaurants Pvt Ltd (McDonald’s India - West & South). “We were so encouraged by our customers’ resounding response last year; we are bringing back National Breakfast Day again to remind people about waking up to better mornings with breakfast,” he further added.
Despite breakfast being considered as the most important meal of the day, most people tend to skip this meal. A survey shows only 3% regard breakfast as an essential meal; 72% do not have adequate breakfast daily; and one in four skips it. In Mumbai alone, 85% feel that it is alright to skip breakfast if they could manage until lunch time as compared to 34% skipping the meal daily.
“Breakfast is a significant business for McDonald’s. Last year, we served breakfast to over 10 million customers which has been built over the past 4 years. We know the convenience of a hot McMuffin on-the-go makes breakfast so much more accessible for people who are often caught up in the morning rush.We believe that there is a growing market for out-of-home breakfast; this is a reflection of an evolving lifestyle, characterized by nuclear families, rising young and working population coupled with growing disposable income and increasing distances and commute times.”
“We continue to see potential growth in our breakfast business – and by celebrating ‘National Breakfast Day’ we want to thank our customers and invite them for our delicious, wholesome and quality breakfast which is a convenient way to start the day,” added Mr. Paliath.
National Breakfast Day on 24 March gets bigger this time, with over 5,500 employees in more than 115 restaurants in west and south India set to give away thousands of free McMuffins (Veg/Egg) to customers this year. This event clearly resonates with customers, judging by the number of customers who queued up to savor a free McMuffin last year.
In India, McDonald’s has been serving breakfast since 2010. Iconic breakfast menu items include Egg McMuffin and choices like the Sausage McMuffin with Egg & the Egg and Cheese McMuffin for the non-vegetarians. The Veg McMuffin and Veg Supreme offer nutritious breakfast options for the vegetarians. The menu provides customers with a wide range of grilled wholesome breakfast options that are quick grabs - ideal for those who are pressed for time and are always on the go.
