The American Egg Board (AEB) introduced a new social marketing campaign in July called #WEGGSDAY. The idea behind the campaign is to increase the usage and consumption of eggs mid-week among current egg consumers.
Weggsday is a day dedicated to eggs all day — for breakfast, lunch, dinner and snacks. Thus, Wednesday is now Weggsday. Like Taco Tuesday, this consumer social marketing program is designed to drive usage and consumption in more meal occasions.
While interviewing Emily Metz, president and CEO of the AEB, about the new campaign, I thought to myself, I'm surprised none of the fast-food chains have come out with a breakfast burger, especially considering that before the pandemic quick service restaurant (QSR), McDonald's, offered an all-day breakfast menu.
Several of the restaurants my husband and I like to go to offer these burgers and they are a hit with guests. One of them offers what they call the 2 a.m. burger, it includes the burger, fried egg, bacon and potato rounds. Most of these things are ingredients fast-food chains already carry in some fashion.
Since 2015, McDonald's has already sold more than 12 million cage-free eggs annually in the U.S. and sourced approximately 2 billion eggs in the U.S. according to the company website. Offering eggs partnered with a burger as a lunch or dinner option could potentially increase the number of eggs they source.
A combination of the company's pledge to sell all cage-free eggs by 2025 and a new all-day egg option could create an opportunity for the surplus of cage-free eggs the industry is experiencing.
Just think what it would do for the egg industry if QSRs got into a breakfast burger war like the chicken sandwich war the industry has witnessed. Especially when you consider that Wendy's, Burger King, A&W Restaurants and Dairy Queen have made similar cage-free pledges to McDonald's.