Free Egg McMuffins on National Breakfast Day

This celebrates that South Africa has joined five thousand other McDonald's restaurants in Asia and the Middle East in launching National Breakfast Day - its biggest global breakfast event. The group aims to use this breakfast promotion to tap into the 'importance of breakfast proposition'.

Spanning 16 times zones and over six million eggs, this will potentially be a free breakfast for almost six million customers across participating regions - with more than 177 000 satisfied customers on this one morning in South Africa alone. "And we fully expect to serve this number," says Sechaba Motsieloa, corporate affairs director of McDonald's South Africa. "We want to demonstrate to our busy customers that we are an affordable and tasty way to start their day, especially for people on-the-go.

"Taking lessons from more established markets such as Australia, Hong Kong and Singapore where breakfast now accounts for approximately 25% of total restaurant business, breakfast is a significant business and an area of potential growth for South Africa," he concludes.

The overall breakfast campaign, which culminates with National Breakfast Day, is an opportunity for the company to promote the 'love your mornings' concept and encourage consumers, especially those who don't usually view breakfast as necessary, to develop a new breakfast habit.