50 years ago, the simple, yet perfect breakfast sandwich, the Egg McMuffin, hit McDonald’s menus. At the time, few people would have thought that a simple, handheld food would become an quick service restaurant iconic item. Celebrating its Golden Anniversary is more than just a moment in time. It is a reminder that “Breakfast Comes First” at McDonald’s.
In the current food new cycle, breakfast foods, especially eggs, fill people’s feeds. It is more than just prices and shortages. People are drawn to traditional breakfast meals. Whether eaten as the sun rises or another time of day, breakfast sandwiches, pancakes, or a hearty platter satisfies.
At McDonald’s, many people start their day at the drive-thru. Paired with that McCafe coffee is the simple, easy to eat and balanced breakfast, the Egg McMuffin. Even if the McGriddle offers that sweet syrupy flavor or the buttery biscuit is indulgent, people come back to the Egg McMuffin time and again.
When the idea originally came to Herb Peterson, the concept was to transform the classic Eggs Benedict into a more convenient, portable form. Long before chaotic schedules took over people’s lives, the idea to offer a to-go breakfast food was ahead of its time.
McDonald’s Owner/Operator David Peterson and Herb Peterson’s son said, “When I watched my father introduce this idea to Ray Kroc, we could not have anticipated it would become the foundation for the renowned McDonald’s breakfast menu. It’s been remarkable to see people embrace this innovation over the last five decades, and now we get to share that heritage with a new generation of breakfast fans.”
It is rare that a menu item hasn’t really changed in 50 years. The old phrase, if it’s not broken, don’t fix it, might be cliché, but it applies. Similar to McDonald’s Big Mac, there is a “special sauce” to the simplicity of an Egg McMuffin that never needs to be changed.
With Quick Service Restaurants continually looking for the next swicy sensation, protein innovation, or even overly indulgent food, those concepts have limited longevity. It is difficult to create a menu item that will last beyond 15 minutes of fame let alone continue to be popular for 50 years.
For the food brand that can find a new menu item that can have even a quarter of the McMuffin’s timeframe, guest loyalty will ensure the bottom line will be positive. Given the limited options at breakfast, that segment might be the key to creating the tasty solution.
While the McDonald’s breakfast menu will continue to evolve with food trends and other exciting offerings, one thing will always remain, the Egg McMuffin. Whether it is the daily breakfast order, a Sunday treat, or a sometimes meal, go place a breakfast order today and see why this one food item has longevity.