Singapore,

Mums in Singapore begin their mornings in a hive of activity – with an average of 17 tasks on their to-do list from the moment they wake up to the time they are done with breakfast and get the family out the door, revealed the National Breakfast Day Study by McDonald’s Singapore.

The study also found out that one-third of Singapore parents multitask in the morning, although mums do the lion’s share of getting the family ready for the day: with 28% of mums feeling constantly strained, compared to 18% of dads.

Ahead of McDonald’s National Breakfast Day on Monday, 9 March, McDonald’s Singapore had commissioned a study to understand the breakfast habits and morning routines of parents in Singapore.
Set to bring back Singapore’s Largest Muffin Giveaway, McDonald’s Singapore will be giving away more than 120,000 free Egg McMuffins that day. Restaurants across the island will each distribute 1,000 free Egg McMuffins from 6am onwards on a first-come, first-served basis, whilst stocks last. To celebrate the importance of breakfast, McDonald’s will also be offering All Day Breakfast from 11am to 5pm on 9 March.

Last year, the giveaway set a record in the Singapore Book of Records for Most Number of Muffins Given Away.

McDonald’s Singapore will also be rewarding some amazing parents with free breakfast deliveries, following an online search for “super mums and dads” via the National Breakfast Day contest that launched today.

 

Breakfast habits and morning routines among parents in Singapore

Apart from getting themselves ready for the day ahead, chief among mums’ tasks were making the bed, getting breakfast ready for the family, making sure the family gets to come home to a good meal, and getting the kids ready for school. More than half of mums surveyed (58%) felt that they were the only person responsible for the morning’s tasks, while only 33% of dads felt the same way.

The survey also found that:

  • Most Singapore households (92%) make a point to have breakfast.
  • 62% of parents (78% of mums and 45% of dads) feel they have very busy mornings
  • Mums have an average of 17 tasks and activities that need to be done in the morning. Dads, on the other hand, have an average of 8 things on their morning to-do lists.
  • 95% of mums do household chores in the morning, which is significantly higher compared to 34% of dads who do so
  • 83% of mums have kids-related activities on their to-do list, such as getting the children out of bed and making sure they remember to bring their water bottles to school. Among dads, the proportion is lower at 43%
  • One-third of Singapore parents multitask during breakfast: Common activities while having breakfast include talking to family, checking emails, or catching up on the morning news
  • More than half of parents (55%) wished they had more time for breakfast
  • 8% of parents say they skip breakfast – the most-cited reason for doing so is the lack of time

“The National Breakfast Day Study revealed that we have super mums and super dads in the community who work hard from the moment they wake up: making sure the family is ready and fueled for the day ahead,” said Robert Hunghanfoo, Managing Director, McDonald’s Singapore. “National Breakfast Day is one of the ways we thank our customers and give back to the community.”

 

Appreciating Singapore’s amazing parents

To show appreciation for Singapore’s super parents, as well as to reward some of these amazing parents with the convenience of breakfast delivery, McDonald’s Singapore launched its National Breakfast Day contest today.

The contest calls for members of the public to join McDonald’s in appreciating these super parents by nominating and sharing stories of their ‘super parent’ on Instagram with the hashtags #McdBreakfastDay and #McdBreakfastDaySG. Nominees must be directly related to the participant, and this can include nominating one’s own parent, nominating one’s child for being a good parent to his or her grandchildren, or even a husband or wife nominating a spouse for being a super parent.

The 15 most outstanding entries will each win a breakfast delivery, which they can then enjoy with the super mum and dads they have nominated.

More information on the campaign can be found on www.facebook.com\mcdsg.

 

Annex 1 – Key results from National Breakfast Day Study

Parents’ morning routines

1. 62% of parents (78% of mums and 45% of dads) feel they have very busy mornings

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2. 58% of mums feel that they are the only person responsible for morning household tasks. Among dads, the proportion who feel this way is lower at 33%.

3. 28% of mums, and 18% of dads constantly feel strained from all the morning tasks and activities

4. 63% of dads feel they play a very important role in the household. Among mums, the proportion is higher, at 79%

5. Mums wake up earlier compared to dads – 83% of mums get out of bed by 7am, a higher proportion compared to the 61% of dads who do so

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6. Mums have an average of 17 tasks and activities that need to be done in the morning. Dads, on the other hand, have an average of 8 things on their morning to-do lists.

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7. Compared to dads, mums are more involved in kids-related activities (e.g. getting the kids out of bed, making sure the kids’ uniforms are clean and ready), breakfast-related activities (e.g. preparing breakfast, eating breakfast with the family), and household chores.

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Parents’ breakfast-eating habits

1. 92% of parents eat breakfast

2. 33% of those who eat breakfast like to multi-task while having breakfast

  • Common activities while having breakfast include:
    • Talking to family members
    • Checking emails
    • Reading the news/ magazine
    • Surfing the internet on gadgets
    • Making sure the family has a good meal to come home to

3. 1 in 2 parents wished they had more time for breakfast

4. Amongst the small proportion of parents who skip breakfast (8%), the most cited reason for doing so is the lack of time

 

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