McDonald's Indonesia serves 150,000 free chicken muffins for National Breakfast Day

Continuing its commitment to promoting breakfast as an essential daily habit, McDonald's Indonesia has launched its 13th edition of National Breakfast Day (NBD). On 24 February, the company distributed 150,000 free chicken muffins across 305 outlets nationwide, reinforcing the importance of starting the day with a proper meal.

Beyond just a breakfast giveaway, this year's initiative took on a larger social mission. For every chicken muffin served, McDonald's Indonesia pledged to donate IDR 5,000 (US$0.3) towards renovating sports facilities in over 40 schools, with total contributions reaching IDR 750 million (US$46,000).

"Over the past 13 years, National Breakfast Day has been our platform to raise awareness about the benefits of breakfast," said Caroline Kurniadjaja, associate director of marketing at McDonald's Indonesia, as quoted by local media. "This year, we are very proud to integrate it with a broader social impact by improving school sports facilities."

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Studies show that 70% of Indonesians regularly skip breakfast, often due to misconceptions about its importance or financial constraints. By maintaining the tradition of NBD - despite other Asian markets discontinuing the initiative - McDonald's Indonesia aims to drive a long-term behavioural shift in local communities.

Moreover, as part of the "Mekdi untuk Kemanusiaan" programme, McDonald’s extended its impact beyond restaurant customers by distributing 3,500 breakfast packages to teachers and students in 26 underprivileged schools. The gesture acknowledges the dedication of educators and encourages students to remain engaged in their studies.

"Education is the foundation of the future generation," said Meta Rostiawati, associate director of communications at McDonald's Indonesia. "Through this programme, we hope to show our appreciation for teachers' dedication and inspire students to pursue their dreams."

Among the beneficiaries was Trisula Perwari Primary School, where headmaster Muhayad expressed gratitude for the much-needed sports facility renovations. "This facility not only supports the curriculum but also serves as a platform for students to explore their athletic talents," he said.

With 318 outlets launched across Indonesia since 2009, McDonald's aims to continue balancing business growth with social impact. "We are grateful for the support of our customers and partners," Kurniadjaja concluded. "We hope this initiative inspires more collective efforts towards education and health of the younger generation."

In September 2024, McDonald's Indonesia held its annual Community Month initiative under the "Mekdi untuk Kemanusiaan" programme. The initiative encouraged employees to volunteer and engage with local communities, with more than 250 employees contributing a total of 130 volunteer hours, donating over 5,800 meals and reaching 65 beneficiary communities across Indonesia.

MARKETING-INTERACTIVE has reached out to McDonald's Indonesia for more information.

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