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


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...

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