Thursday, August 15, 2013

Would you like hash browns with that McBlandwich?

The McDonald’s Egg White Delight breakfast sandwich is a recent brand extension in the U.S. of the popular Egg McMuffin. All McMuffin ingredients have been altered—an egg without a yolk, a whole grain instead of plain English muffin, processed white Cheddar cheese instead of processed American—except for the round of Canadian bacon, which remains in the sandwich unchanged.

By introducing this “healthier” McMuffin, McDonald’s has also inadvertently suggested that we in the U.S. are a bland people craving bland food. Perhaps their thinking is that the U.S. melting pot has melted together so much that our cultural rainbow has morphed into a mottled grey, resulting in an ineffectual breakfast sandwich, aka the McBlandwich.