McDonald’s new branded breakfast category ‘McBreakfast’ launches in Mumbai

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Brings yummy-licious Indian flavors to its new breakfast menu

Mumbai, January 16, 2017: Westlife Development Limited (BSE: 505533), owner of the Master Franchisee of McDonald’s® restaurants in West & South India through its subsidiary Hardcastle Restaurants Private Limited (HRPL), made a revolutionary move by launching its first ever branded ‘McBreakfast’ category. The branded breakfast which is launching in Mumbai region, will include the local fusion products speciality Dosa Masala Brioche, Scrambled and Masala Scrambled Eggs, freshly baked Waffles, Hotcakes, Hashbrown Brioche, Classic Spinach & Corn Brioche.

McDonald’s India is also taking a bold move and introducing ‘All Day Breakfast’. Customers can now relish our classic Egg and Cheese McMuffin® and freshly baked Waffles through the day.

Mr. Ranjith Paliath, Vice President – Business Operations, McDonald’s India (West & South) said “We are excited to introduce an amalgamated breakfast menu offering varied choices and flavors of India and Continental. The new Breakfast menu is power packed with Vitamins, Proteins, Carbohydrates and Minerals and will be all grilled (except Hashbrown Brioche) which is specially made to suit our customers preference and palate. With this launch, we want to create a momentum of ‘UnskipBreakfast’ as it is the most important meal of the day. This category has the potential to create a distinct and loyal set of customers with our local flavour in a glocal format, while inspiring them to adopt a healthier lifestyle.”

Even though the the unorganized breakfast market is rapidly evolving, the out-of-home branded breakfast category is still very nascent in India. McDonald’s identified the need to emphasize on the goodness of having a wholesome morning meal with ‘McBreakfast’ and to inculcate the habit of eating fresh meals with a balanced nutrition. The McBreakfast category will cater to consumer interests who can indulge and savour the taste of our new menu offerings and inculcate a habit to un-skip the first and the most important meal of the day. Consumers today in their busy lifestyles prefer quick choices at an instant, so out of home consumption of breakfast is a convenient option.

In its phase one, the roll out will take place in 44 restaurants in Mumbai followed by other regions in West and South. McBreakfast will be available in restaurants, through McDelivery and as a takeaway option for people to enjoy their food on-the-go. To facilitate an affordable range and reach out to maximum consumers, all the breakfast products are priced between Rs. 30 to Rs.145, while the meals start at Rs 105 and will be available from 7:00 am to 11 a.m.

According to a report by Crisil launched in 2015, from almost scratch a few years ago, out-of-home breakfast is gradually making in-roads in the domestic fast food market which is estimated to double from the current Rs 3,400 crore (US$ 544.89 million) in the next three years. The market for branded breakfast is on the rise, largely driven by evolving lifestyle, emerging nuclear families, urbanisation, rising young and working population coupled with growing disposable income and increasing distances and commute times.