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...