Overview

• On May 29 at 11:01 am, Aldi’s branded van will launch in London offering free Oakhurst Breakfast Hash Browns just after McDonald’s stops serving breakfast
• The hash brown tour will then travel to multiple UK locations to reach customers who miss the fast-food chain’s morning menu
• A survey found that 62% of UK adults believe 11 am is too early to end breakfast service and 22% would prefer breakfast items available all day
• Aldi’s Oakhurst Breakfast Hash Browns sell over half a million units per week and have outperformed McDonald’s in blind taste tests on social media
• Julie Ashfield, Aldi UK’s Chief Commercial Officer, says the stunt aims to highlight a cheaper, high-quality alternative to McDonald’s hash browns