Fast food giant McDonald’s is planning to launch a new breakfast menu that includes desi culinary delights like masala dosa burgers with molaga podi sauce and anda bhurji.
According to an Economic Times report, the McBreakfast is aimed at attracting customers early in the day with new dishes, some of which will only be available in the morning.
The company’s move is aimed at perking up the business in a slow-moving industry.
The new menu, which includes an array of continental and Indian options, will be launched by the weekend, initially in Mumbai and then across India.
“We continue to look at inspiration from Indian cuisine and bring it as a McDonald's format which will give you flavours from the west but the familiarity of Indian,” Economic Times quoted Amit Jatia, vice-chairman of Westlife Development, which runs McDonald’s outlets in the West and South, as saying.
The company’s move to focus on its breakfast menu to enhance its profits is not new as some of its restaurants have been opening early and offering egg, cheese and sausage muffins since 2010.
Apart from masala dosa burgers, it will also sell spinach and corn and hash brown brioches, along with plain and masala scrambled eggs, waffles and hotcakes.
The latest move is also an attempt to adopt a healthier tack with most of the dishes being grilled, rather than fried.
“Breakfast convenience on the go will increase as more people enter the segment. As a western quick service restaurant, we are going to grow the Indian breakfast market dramatically,” said Jatia.
