McDonald's Mornings

McDonald’s was facing increasing competition in the quick service restaurant's breakfast market, where it had been historically dominant since the 1972 launch of the Egg McMuffin.

McDonald's Mornings

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):September 2008 – June 2009.
Start of Advertising/Communication Effort:w/o August 31 2008.
Base Period for Comparison:Calendar 2007.

a) Synopsis of the Case

In 1972, when McDonald's combined a fried egg, back bacon, cheese and an English muffin into a breakfast meal, little did the restaurant chain know that it was not only inventing a new menu item, it was creating a whole new market.

The Egg McMuffin was instrumental in turning breakfast time – often referred to as the most important meal of the day – into one of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands