SURPRISE TREAT A motorist gets a surprise treat at the Bocaue exit of the North Luzon Expressway in Bulacan province. RICHARD A. REYES
BOCAUE, Bulacan—It was a treat worth waking up early for, thousands of motorists must have thought, as they drove through North Luzon Expressway (NLEx), South Luzon Expressway (SLEx) and Nichols Toll Plaza on Tuesday.
Instead of being handed a toll receipt, motorists, among them Raymond and Sharon Eusebio of Pulilan town who were driving to work, were given McDonald Sausage McMuffin sandwiches, with the fast-food giant president and chief executive officer for the Philippines Kenneth Yang himself greeting them at the NLEx booth transformed into a McDo drive-thru counter.
The Eusebios were also told to keep the P80 they had set aside as toll since it had been waived for motorists driving through the “McTollbooth” from 6:30 a.m. to 8 a.m.
More than 400 motorists from Central and Northern Luzon enjoyed the company’s “Imlovinit24” worldwide promo that pushed the idea of 24-hour McDonald’s service, with the McTollbooth at Lane 7 of the Bocaue exit tollway representing the Philippines’ contribution to the project.
24 key areas
The fast-food giant said it was staging a similar surprise on the same day in 23 other key areas in the world: Sydney in Australia, Auckland in New Zealand, Ho Chi Minh in Vietnam, Tokyo in Japan, Guangzhou in China, Milan and Catania in Italy, Copenhagen in Denmark, Paris in France, Warsaw in Poland, Dubai in United Arab Emirates, Madrid in Spain, Toronto in Canada, Hong Kong, Vienna in Austria, Lisbon in Portugal, Bucharest in Romania, Stockholm in Sweden, Rio de Janeiro in Brazil, London in the United Kingdom; Mar del Plata in Argentina, Seoul in South Korea and Los Angeles in the United States.
Helping Yang hand out free breakfast treats to motorists was actor Xian Lim and other celebrities.
“With McTollbooth, McDonald’s Philippines is once again able to spread happiness in the morning, this time to motorists on their way to work or school, who experience the rush-hour traffic and high toll fees on a daily basis,” said Margot Torres, McDonald’s Philippines senior vice president for marketing.
“We are delighted to be part of the brand’s global initiative of engaging customers and bringing the world together with 24 random acts of kindness,” she added.
The free breakfast delighted Malou Lansang from Masantol, Pampanga province, who was guided by an NLEx patrolman to the McTollbooth with her 11 passengers.
‘Amazing’
Charlene Labanda, who was driving home to Rizal province from Clark Freeport in Pampanga, described the treat as “very surprising and amazing.”
“Receiving a free breakfast is something to be grateful for,” said Reina, who was with her husband, Glen Afos. “The food will tide us over on the long drive through the expressway.”
Torres said the McTollbooth event was the second phase of McDonald’s March 9 National Breakfast Day project, that had all its 460 branches nationwide distributing 1,000 muffins to their early risers and regular customers.
The McDo marketing official said the first city in the world to launch the free breakfast event was Sydney, where adults were encouraged to jump into a cup-shaped ball pit before being treated to a McDonald product.
In an attempt to set a record, 5,000 motorcycle riders were treated to free cheeseburger meals in Ho Chi Minh City.
In Auckland, New Zealand, McDonald’s customers were treated to a song when they opened their Big Mac boxes.
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