Macca’s turns to nostalgia as fast food giants battle over breakfast
Updated . First published
McDonald’s is dusting off a nostalgic favourite to cement its position as Australia’s fast-food breakfast leader.
From August 26, Aussie fast-food lovers will be the very first in the world to experience the line-up, fronted by iconic mascot Birdie the Early Bird.
The new range is fronted by iconic McDonaldland mascot Birdie the Early Bird. McDonald's Australia
Known to long-time Macca’s fans as a fun-loving character who adores singing, painting and brekkie, Birdie is taking centre stage as the chain gears up to defend its morning crown against rising competition from KFC and other major fast-food brands.
The new line-up hinges on a bright pink theme, starring “Birdie’s Brekkie Signature Sauce” which will be offered across a revamped menu of favourites, including the Birdie Sausage and Egg McMuffin, the Birdie Bacon and Egg McMuffin, and the Birdie Chicken and Bacon McMuffin.
Maccas is the Australia’s market leader when it comes to fast food breakfast. Supplied
While prices for the new Birdie range are yet to be revealed, the nostalgic push comes at a strategic time.
Griffith University consumer psychologist Gavin Northey said using a classic mascot for a product launch targeted at adults was a textbook case of nostalgia marketing.
“By using mascots from the past, like Grimace and Birdie, McDonald’s is absolutely making full use of nostalgia marketing,” Northey told nine.com.au.
“So, not only do these characters activate positive memories in the adult target market, they also have a second purpose because they come across as fresh, ‘cute’ characters to the children of those adults.
‘By using mascots from the past, like Grimace and Birdie, McDonald’s is absolutely making full use of nostalgia marketing.’ nna\jabi
“In addition, while the nostalgia makes the range feel familiar (and therefore ‘safe’) for these adults, the unusual pink sauce and strawberry shortcake frappé have all the visual sensory appeal that will excite younger generations.”
This pivot towards legacy characters such as Birdie and Grimace – who represents a giant tastebud – comes as Ronald McDonald remains largely benched since 2016.
The iconic Hamburglar has also had reduced screen time in favour of characters with strong appeal to younger shoppers who love cute aesthetics.
However, retail expert Gary Mortimer doubted McDonald’s would ever permanently retire Ronald, noting his status as the brand’s central mascot since 1963 had given the character exceptionally “strong brand association”.
Instead, Ronald McDonald and the Hamburglar are largely relegated to group character packaging and merchandise.
The Hamburgler is largely relegated to McDonaldland character merchandise. McDonald's Australia
Ronald McDonald has been associated with the brand since 1963. Getty
Macca’s first introduced breakfast to Australian shores back in 1987, expanding its footprint with the launch of McCafé in 1993 to complement core items like McMuffins, hotcakes, wraps, pockets, and hash browns, the latter of which now commands a $3.25 price tag.
Staying competitive on price will be vital for McDonald’s as rival chains expand their own morning footprints. KFC has confirmed a national rollout of its Morning Meals range following a successful trial at Sydney Airport, introducing brekkie rolls, wraps, toasties, and avocado on toast.
Meanwhile, Hungry Jack’s continues to sling its Jack’s Brekky Rolls, BBQ Brekky Wraps, Turkish rolls, toasties, French Toast Fingers, and hash browns until 11:00 AM.
Fast-casual giant Guzman y Gomez serves up morning burritos, bowls, tacos, egg skillets, churros, and hash browns until 10:30 AM, while Subway offers dedicated breakfast subs like Steak & Egg or BLT with Egg & Cheese until around 11:00 AM at select locations.
KFC has confirmed a nationwide breakfast menu roll out. Shamus Hart
Even drive-thru staples like Oporto and Red Rooster are offering select morning items like Bondi Brekky Rolls, breakfast wraps, and hash browns to catch early commuters on the go.
“Breakfast is the last great frontier for fast food,” Consumer psychologist and Thinkerbell founder Adam Ferrier told nine.com.au.
“McCafé was incredibly successful for McDonald’s and was an Australian invention, GYG has done brekkie pretty successfully; these chains have helped change consumer attitudes towards breakfast and fast foods, so now KFC at breakfast doesn’t seem like a bad option.”
