McDonald's Mornings


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 the most important dayparts for the Quick Service Restaurant industry.

Led by the Egg McMuffin, the morning daypart quickly turned into a critical market for McDonald's and, in the process, for other QSR players. In recent years, competitors – particularly coffee destinations – have mounted aggressive assaults on McDonald's morning dominance. Many have been successful in nibbling away at the once unassailable Egg McMuffin by introducing their own breakfast sandwiches, many of them blatant imitations of “The One and Only.”