JAKARTA - For many Indonesian families, breakfast is not just about filling up energy before starting activities. Behind a bowl of chicken porridge, a plate of uduk rice, or a simple dish at the dinner table, there is a small habit that often becomes a space to share stories before the day begins.
However, the habit of breakfast is still a challenge for some Indonesian people. A number of studies show that some school-age children and adults still skip breakfast.
Even though breakfast has an important role in meeting daily nutritional needs, maintaining energy, and helping the body and mind be more ready to carry out activities.
Departing from this condition, National Breakfast Day (NBD) was held again by McDonald's Indonesia for the 14th time. This agenda carries a message about the importance of building a breakfast habit and making breakfast time an opportunity to gather with family.
In this year's implementation, which coincides with the momentum of National Children's Day, National Breakfast Day presents two menus that are close to the daily lives of Indonesian people, namely McD Nasi Uduk and McD Chicken Porridge.
Both menus were chosen because they have ties to the community's breakfast tradition, where food is not only a necessity, but also a part of the experience and togetherness.
The first implementation took place on July 26, 2026. During the activity, more than 45,600 portions of McD Nasi Uduk were distributed to more than 14,600 families through 259 participating McDonald's Indonesia restaurants.
This series of activities will continue on August 23, 2026 with the distribution of 89,450 servings of McD Chicken Porridge, so that a total of more than 135,000 servings of breakfast menu are targeted to be enjoyed by the public in various regions of Indonesia.
Caroline Kurniadjaja, Associate Director of Marketing McDonald's Indonesia, said that National Breakfast Day has been McDonald's Indonesia's ongoing commitment for fourteen years to invite the community to build breakfast habits through a fun experience.
"For fourteen years we believe that building a breakfast habit is not enough just through education, but also through a fun experience. This year we want to go further by inviting thousands of Indonesian families to enjoy breakfast together at McDonald's Indonesia restaurants,"
"Hopefully this activity can inspire more Indonesian families to make breakfast a special moment to start the day with more warmth and energy, as well as bring this good habit home every day," said Caroline.
In Indonesia, the choice of breakfast menu often has its own story. Nasi uduk and chicken porridge, for example, have long been present in the daily lives of people from various regions. The two are not only morning meals, but also part of a routine that is passed down and enjoyed with the family.
Through this year's National Breakfast Day, McDonald's Indonesia presents these two menus as part of an effort to bring the breakfast experience closer to people's habits.
Nasi Uduk McD and Bubur Ayam McD, which were previously introduced in 2018 and 2019, are examples of how local tastes can be present in menu choices that are relevant to customers' daily lives.
This is what is tried to be raised through the National Breakfast Day activity, breakfast is not only related to food, but also about the time spent with the closest people.
In addition to the distribution of breakfast menus, this year's activities also present various interactive activities that invite families to feel the atmosphere of togetherness during breakfast.
For some customers, National Breakfast Day has become an activity that has its own memories. One of them is Farah Fauziah Ahmadi from Bandung, who has participated in this activity since college.
"I still remember participating in National Breakfast Day when I was still in college. I used to come alone, while this year I was able to invite my father and mother to experience the excitement. It was fun to see the event that I had been following since I was young still exists, even now it has become a new experience that can be enjoyed with family. Hopefully activities like this will continue every year," he said.
Fourteen years of National Breakfast Day journeys show how a simple habit can grow into a moment that brings people together.
Through this activity, the message about the importance of breakfast is not only conveyed as part of a healthy lifestyle, but also as a reminder that mealtime together can be an opportunity to strengthen family relationships.
The 14th National Breakfast Day series will continue on August 23, 2026 with the distribution of McD Chicken Porridge at 259 participating McDonald's restaurants in Indonesia.
People who want to participate in the activity can register through the McDonald's application by choosing the available breakfast session at 07.00, 08.00, 09.00, or 10.00 local time. Each applicant can invite up to three family members or friends to enjoy breakfast together.
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