After Half a Century, McDonald’s Is Doing Something New Tomorrow Morning

Back in the early 1970s, one of McDonald’s most famous breakfast items almost didn’t happen. It wasn’t created in a corporate boardroom or focus group.

It came from a franchisee who had a unique idea and didn’t want the boss to shut it down before giving it a try. That item, of course, was the Egg McMuffin.

Ray Kroc, the man who turned McDonald’s into a global giant, wasn’t exactly sold at first. In his memoir, Grinding It Out, he recalls getting a call from Herb Peterson, a franchisee in California. Peterson said he had something to show him—but wouldn’t say what.

“He didn’t want me to reject it out of hand,” Kroc wrote, “which I might have done because it was a crazy idea—a breakfast sandwich.”

When Kroc finally saw it, he wasn’t too impressed by the look. But once he took a bite, everything changed.

“Wow!” he said. “I wanted to put this item into all of our stores immediately.”

He liked the taste, loved the fact that someone in the franchise network had created it, and saw right away that it could open up a whole new business segment: breakfast. Within a year, the Egg McMuffin was everywhere.

Fast forward 50 years, and McDonald’s is still serving that same sandwich. But now, it’s adding a twist that reflects how American tastes have shifted since the early ’70s.

Starting July 8, McDonald’s debuts spicy McMuffins with bold pepper sauce for a limited time.

Back when the Egg McMuffin launched, the U.S. had about 210 million people. Today, that number is closer to 340 million. In that time, our eating habits have definitely changed.

We’re more adventurous, more health-conscious, and—perhaps most noticeably—much more into bold, spicy flavors. So it’s not surprising that McDonald’s has decided to introduce a spicy version of its longtime breakfast staple.

Starting July 8, customers will be able to order a Spicy Egg McMuffin at participating locations across the country. The new version includes everything people already like about the original, but with McDonald’s signature Spicy Pepper Sauce added in.

And that’s not all. There’s also a Spicy Sausage McMuffin and a Spicy Sausage McMuffin with Egg. It’s part of a limited-time summer menu update, but the timing and concept feel anything but random.

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Gen Z is driving the spicy food trend, and even older generations are joining in.

Younger generations, especially Gen Z, are driving the demand for spicier food. According to a 2024 survey, 78% of Gen Z consumers say they like or love spicy flavors—and 66% say they’re more likely to buy something if it’s labeled spicy. It’s not just talk; these preferences are changing menus across the country.

Millennials aren’t far behind. They helped fuel the sriracha boom and a long list of other spicy trends. Even Gen X has gotten in on the action. It’s only the older generations—Boomers and the so-called Silent Generation—who didn’t grow up with hot sauce in the pantry.

But even that’s changing. In 2022, a Harris Poll found that nearly three-quarters of Americans say they eat hot sauce with their food.

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What McDonald’s is doing here is a great example of how to update a product that people already love without compromising it. The original isn’t going anywhere.

You can still order it exactly the way it’s always been made. But for people who want something with a little extra bite—or who are part of the spicy-loving crowd McDonald’s is now clearly courting—there’s something new to try.

It’s a smart move. It shows they’re paying attention to food trends and customer preferences, but they’re not discarding what works. Whether it becomes a permanent menu item or not, the Spicy McMuffin keeps up with the times.

The Creative Mind of the Franchisee

From a psychological perspective, the franchisee's 'weird idea' that led to the creation of the Egg McMuffin can be attributed to a phenomenon known as divergent thinking. This refers to the ability to generate creative ideas by exploring many possible solutions. According to a study by Runco and Jaeger (2012), divergent thinking is closely associated with innovation and creativity, which may explain the franchisee's out-of-the-box concept for a new breakfast item.

Ray Kroc's initial skepticism towards the Egg McMuffin idea could be explained through the psychological principle of cognitive conservatism. This principle, described by Wason (1960), suggests that individuals tend to prefer maintaining existing beliefs or habits rather than adopting new ones. In the context of McDonald's, Kroc's hesitation may have stemmed from an unwillingness to deviate from established strategies that had already proven successful.

The Influence of Social Proof

The eventual acceptance and success of the Egg McMuffin might be understood through the lens of social proof, a concept explored by psychologist Dr. Angela Duckworth, known for her research on grit and motivation. She states, "People are influenced by the behaviors of others, especially when they are uncertain about what to do." This aligns with the idea that once customers began enjoying the Egg McMuffin, others likely followed suit, contributing to its lasting popularity.

Analysis & Alternative Approaches

In conclusion, the story of the Egg McMuffin's creation and success is a fascinating case study in the psychology of creativity, cognitive conservatism, and social proof. It underscores the importance of divergent thinking in innovation, the challenges posed by cognitive conservatism in accepting new ideas, and the power of social proof in driving consumer behavior. As noted by Dr. Steven Pinker, a cognitive scientist, “Creativity is the ability to see relationships where none exist.” Furthermore, Dr. Barry Schwartz, a choice researcher, emphasizes that “The more choices we have, the more we want to be sure we’re making the right choice,” highlighting the role of social proof in decision-making. These principles are not only relevant for business strategists but for anyone seeking to understand human behavior.