McDonald's goes to town with its new breakfast menu

For people who're looking for an alternative to having idlis, dosas or vada pavs for breakfast, McDonald's has launched its breakfast menu in Mumbai. The communication for the same has been created by Leo Burnett, and the media chosen are OOH, radio and digital. The plan is to roll out the offering in other cities as well over the next 2-3 years.

Rameet Arora, senior director marketing, McDonald’s India (West & South), explained, "Our lifestyles have changed over the years.Jobs are now mobile, people are moving cities, people live in nuclear families away from the offices. Our research showed that 60 per cent of young Indians in Mumbai have at least one breakfast outside the house in a week - whether it's at a roadside vendor, the office or the station and so on."

He said it was an opportune moment for McDonald's to introduce the international breakfast menu as there was no real branded option in the country as yet. The new dishes on the menu will include egg muffins, hash browns and so on.

On the communication for this new menu, Arora said, "Our communication is very simple. It highlights convenience. Consumers themselves helped us write the communication by supplying words like 'late', 'grumpy', 'rushed' which in turn led to the creatives for 'Good Morning. Great Breakfast.'."

Arora said he is unable to project a sales target as yet for the Mumbai launch. "We're learning as we go along. We do know the potential of it, but we're going to discover how big the market is and help grow it ourselves," he said. 

View the OOH ads below