On Sunday, McDonald’s is offering $1 Egg McMuffins exclusively through its app. This promotion marks the 50th anniversary of the Egg McMuffin’s debut in the market amid soaring egg prices in the US.
In January, the price of a dozen large Grade A eggs reached a record high of $4.95. As the food industry struggles with escalating egg prices, McDonald’s is taking a different approach by selling $1 Egg McMuffins for just one day. On Tuesday, the company announced that Egg McMuffins and Sausage McMuffins with egg would be priced at $1 on Sunday, but only for app purchases within the US.
The Egg McMuffin was first introduced in the US in 1975, and its price varies across locations— for instance, in downtown Manhattan, it costs around $6. Michael Gonda, McDonald’s North America chief impact officer, shared insights about the promotion on LinkedIn, stating that customers “definitely WON’T see McDonald’s USA issuing surcharges on eggs.”
According to Dipanjan Chatterjee, a vice president at Forrester, this offer aligns with McDonald’s value strategy, which features $5 meal deals and $1 items. Despite the high egg prices, he believes marketing a “$1 value item” might seem unusual but presents an opportunity for McDonald’s to demonstrate that it “prioritizes its customers over profit.” Chatterjee suggested this approach is likely to yield significant benefits for McDonald’s.
Mário Braz de Matos, cofounder of the Singapore branding agency Flying Fish Lab, emphasized that McDonald’s represents more than just fast food; it embodies value, which becomes particularly appealing to consumers during challenging economic times. Alexandra Leung, founder of Monogic, noted that while the promotion could attract budget-conscious diners, its real value may lie in “digital customer acquisition.” She added that success should be assessed through metrics such as app downloads and digital engagement rather than just post-promotion McMuffin sales.
Soaring Egg Prices
The introduction of the $1 McDonald’s deal coincides with a significant rise in egg prices across the US, largely due to supply chain disruptions linked to an H5N1 bird flu outbreak. The average price for a dozen large Grade A eggs hit a record $4.95 in January, leading to supermarket shelves being emptied within minutes of opening. Retailers like Whole Foods, Trader Joe’s, and Costco have limited the number of egg cartons each customer can buy. Meanwhile, Waffle House announced earlier this month that it would implement a $0.50 surcharge on every egg sold. Shake Shack’s CEO, Rob Lynch, indicated that breakfast-centric restaurant chains might consider reducing their egg offerings in favor of more beef and chicken products.
As of now, McDonald’s representatives have not provided comments regarding the promotion.
