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McDonald’s Extends Boxed-Meal Idea to Breakfast

[Updated 3/1 with Czech McBox news]
McDonald’s has broadened its test of boxed family meals by introducing two Family Breakfast Box meals in Malaysia. At the same time, McDonald’s has introduced the dinner concept in Europe, offering McBox meals in the Czech Republic.

With enough breakfast food for 2-to-3 or 3-to-4 family members, the new Malaysian boxes are a morning version of the Family Dinner Box meals McDonald’s introduced a year ago in Australia and New Zealand. But unlike the dinners, which are offered at three price tiers, the breakfasts initially offer just two choices. 

The smaller Family Breakfast Box serves two to three people and is priced at RM 19.90 (about $6.51), which ads say represents savings of nearly $2. The box includes:
● A Big Breakfast platter with hash brown patty;
● An additional hash brown;
● Hotcakes (two pieces);
● One Sausage McMuffin with Egg;
● Two coffee or tea.

The larger Family Breakfast Box serves three to four people and is priced at RM 24.90 ($8.15), a savings of $3.65. Inside the box is:
● A Big Breakfast platter with hash brown patty;
● Two additional hash browns;
● Hotcakes (two pieces);
● One Sausage McMuffin with Egg;
● One Egg McMuffin with Chicken Roll;
● Three coffee or tea.

McBox in the Czech Republic

A TV commercial from Leo Burnett supporting the Malaysian introduction is titled “We love weekends” and promotes the Family Breakfast Boxes as a great ways for parents and kids to eat together. But it doesn’t appear that the boxes are being offered only on weekends.

In the Czech Republic, the McBox family dinner boxes are offered at three price points (the U.S. equivalents of $11.31, $14.16 and $17). Each of the three includes a 20-piece Chicken McNuggets box; pricing reflects how many Big Macs and/or cheeseburgers and fries that also are included.

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