McDonald’s ‘Brunching out’ in Taiwan
McDonald’s has found a new groove the last few years. After conquering the world with hamburgers (they sold a lot of them), they branched out into fancier coffee options and a breakfast that’s not limited to normal breakfast times. Now, they’re taking out-of-the-box fast food to a whole new level: eggs benedict at Micky D’s. That’s right, McDonald’s is serving brunch now.
Or, more technically, they’re giving it a try in Taiwan. In a few locations, the breakfast platter is extended with the famous brunch dish consisting of eggs, hollandaise sauce, and English muffins. Consumers are responding well to the new option, but it’s unclear yet whether the brunch option will ever leave Taiwan.
The recent all-day breakfast craze has helped McDonald’s get out of slow sales lasting a couple of years. Global sales have grown 5 percent since the restaurant chain broadened their breakfast hours. According to Steve Easterbrook, who was appointed chief brand officer a year ago, the company “took bold, urgent action in 2015 to reset the business and position McDonald’s to deliver sustained profitable growth.”
After hitting gold with their breakfast options, one can only guess what new options might come up in the coming years. Seeing the popularity of their all-day breakfast with customers, the company seems more than eager to invent more ways to draw people in at any time of day. The Taiwan eggs benedict might be just a small taste of what the future has to offer, but right now, brunch at the ‘Golden Arches’ is already something very few could have imagined ten years ago.
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