MOS Food Services has announced that will open all of its 1.400 stores in Japan at seven in the morning by the end of the year. The hamburger chain already operates from early morning in 430 shops, but intends to extend the breakfast service throughout the national network. The move intends to counter the "Morning Mac" campaign carried out by McDonald's Japan and will increase competition in restaurants in the Japanese country. The president and CEO of MOS, Atsushi Sakurada, explained that the number of people eating breakfast outside the home is increasing, especially among older people and working women. “It is a rapidly accelerating market and we want to take advantage of it”.
MOS will offer a breakfast including a rice burger and egg, miso soup and pickles for 380 yen and will offer five different types of pancakes for 190 yen. The company also announced that there will also be changes on the lunch and dinner front, with the offer of burgers made from pure Australian beef. The news certainly doesn't come to McDonald's, which is struggling to thrive in the Japanese market.
