In 1971 when McDonald's first introduced a breakfast item featuring toasted English muffin with Canadian bacon, fried egg, and a slice of cheese, the company didn't know that four decades later it would in one year alone sell almost 12 billion pieces of the menu that has become one of the brand's worldwide signature treats.
Today 32 million people in 119 countries across the globe eat a McMuffin for breakfast each morning. The menu that mimics a sauce-free eggs benedict on-the-go is now available with filling options including sausage, bacon and chicken.
Since McMuffins were introduced to the kingdom in 2008, the popularity of the American treat has kept rising.
"Breakfast is one of our fastest-growing segments and the sales of McMuffins has increased 202% from the first year it started," said Petcharat Uthaisang, marketing director of McThai, the operating company of McDonald's restaurants in Thailand.
According to Petcharat, more than 90% of McMuffin eaters in Thailand are locals.
However, to thrive in Thailand's breakfast market wasn't easy, she admitted. The company has had a plenty of early bird contenders, including home-cooked meals, hawker's grab-and-go food (grilled pork with sticky rice and soy milk with the works), and traditional delicacies such as rice congee and rice with side dishes to contend with.
While in terms of value, Petcharat said that because an ordinary McMuffin sandwich is made with freshly cracked egg, toasted-to-order muffin (imported from Australia), and real Canadian ham and cheese, its nutrients are equivalent to a good home-cooked platter.
Offering an opportunity for fans and first-timers to enjoy its breakfast treat, on Monday, McDonald's Thailand will be giving away 150,000 sausage McMuffins with egg at its 140 outlets countrywide.
It is a part of McDonald's regional "National Breakfast Day" campaign that runs in 30 countries to celebrate morning meals.
"Despite the fact that there is research to confirm that breakfast is the most important meal of the day, many people are still taking breakfast for granted due to inconvenience," Petcharat said.
On this coming Monday morning, Petcharat expects to see 150,000 people show up at McDonald's restaurants for the free McMuffins (valued at 67 baht per piece).
McDonald's National Breakfast Day campaign will be held on Monday, March 18, at all McDonald's restaurants countrywide.
At each outlet, 1,000 sausage McMuffins with egg will be given to customers during 6-11am.
The campaign will continue for the next 45 days with special discounts on other breakfast items.
About the author
- Writer: Vanniya Sriangura
Position: News Reporter