King Morning vs Mac Morning: Fierce 'Hamburger Breakfast War'

Outdoor Mask Mandate Lifted... Increased Commuter and Student Traffic
McDonald's 'Ria Morning' and Mom's Touch 'Mom's Morning' Also Available

Two types of McGriddles from McDonald's Korea's McMorning menu. Photo by McDonald's

[Asia Economy Reporter Moon Hyewon] As the COVID-19 pandemic subsides, the morning foot traffic has increased, making the affordable and simple breakfast options from hamburger franchises' 'morning' menus popular. In the saturated burger franchise market, fierce competition is underway by strengthening breakfast menus.

According to the franchise industry on the 31st, Burger King’s breakfast menu 'King Morning,' launched last month, surpassed 14,000 sales within three weeks of its release. Burger King analyzed that as the outdoor mask mandate was lifted in September, consumers went out more, increasing demand for breakfast menus.

A Burger King representative said, "Morning sales in the third quarter of this year increased by about 113% compared to the same period last year when remote classes and telecommuting were prevalent due to COVID-19," adding, "Due to this popularity, we are gradually expanding King Morning sales stores, and from the end of this month, we plan to offer it through some delivery channels such as Baedal Minjok, Coupang, and Yogiyo."

This trend is also seen in other burger franchises. McDonald’s flagship breakfast menu 'McMorning' sales increased by 61.9% during the same period. Total sales from 4:30 AM to 10:30 AM, when McMorning is sold, also rose by 22.4%.

Lotte Ria also saw a 38% increase in morning sales, including its breakfast menu 'Ria Morning,' during the same period. Lotte Ria is currently expanding and selling the Ria Morning menu in 30 stores.

Moms Touch recently opened its third 'Moms Touch LAB' store in Gangnam, Seoul, and launched the breakfast menu 'Moms Morning.'

An industry insider said, "As the COVID-19 pandemic subsides, morning foot traffic has increased, and due to rapid inflation, consumers are seeking relatively cost-effective menus, which is the background for the fierce breakfast competition," adding, "From next year, with the indoor mask mandate also lifted, morning foot traffic will increase further, and competition to win consumers’ hearts through new product launches and various promotions by each brand will become even more intense."

This content was produced with the assistance of AI translation services.