Being a “Brit” I was amused to read in today’s BrandWeek that McDonald's is giving its "morning-impaired" customers an excuse to stop by for breakfast en route to work. First of all, what exactly is that awful AdSpeak “morning-impaired” supposed to mean… “Hungry,” perhaps? But if they insist on talking in Power-Point, how about “Breakfast-Challenged?” It gets even worse on their Web site, where consumers also can choose "Gimme the Food," which directs the customer to a McDonald's menu, and visit the "McMornings Club," where users enroll to receive updates on menu items via e-mail. Would that mean if you get here in the next 60 seconds, the Egg McMuffin won’t taste like a brick? Back in London, the ultimate breakfast for me was a bacon, egg and fried Spam sandwich dipped in the lard it was fried in, then smothered with HP sauce. Loveerrlly. Used to keep me going ‘til the pubs opened at eleven!
All that washed down by a pint of tea that's been brewed for an hour... That's what I call "Morning-Accomplished!" With apologies to #43.
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