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Oct, 12 2015

McDonald’s to roll all-day breakfast campaign in India

McDonald\'s breakfast menu comprising wholesome and grilled platter with veg/egg and sausage muffin, hash brown, hot cakes with maple syrup along with McCafe offerings, is available across its breakfast serving outlets between 7 am and 11 am in India.

McDonald's, the global QSR chain is planning to launch its All-Day breakfast campaign in India after rolling it in the US. The burger chain is hoping corporate clients, in particular, will subscribe to the idea of eating out-of-home breakfast.

"McDonald's is keen to build out-of-home breakfast as a category in India and at this point evaluating the possibility of All-Day Breakfast campaign here. We would try to build our breakfast along with our McDelivery Service," said Ranjith Paliath, vice-president (business operations), McDonald's India (West & South).

McDonald's breakfast menu comprising wholesome and grilled platter with veg/egg and sausage muffin, hash brown, hot cakes with maple syrup along with McCafe offerings, is available across its breakfast serving outlets between 7 am and 11 am in India.

In smaller cities, the restaurants open at 9 am. However, the menu is not available beyond 11 am, after which the regular menu is offered.

The chain which has been running an All-DayBreakfast campaign on social media platform Twitter for its US customers, talking about breakfast availability beyond 10.30 am in the US.

"While our focus is on developing awareness of our breakfast offerings and creating demand at this point, in the long term, it would naturally evolve in that direction (All-Day-Breakfast)," added Rajesh Kumar Maini, GM, corporate communication, McDonald's India (North & East).

Breakfast is fast becoming a sweet spot for the quick-service restaurant segment across the world. "It is already one of our fastest growing business platforms," said Maini. With close to 18% of the breakfast-consuming people in India eating outside home, there's room for growth, reckoned Paliath. "In the long run, we are bullish on collaborating with B2B for breakfast," he said.

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