McDonald’s Korea on Monday held its second National Breakfast Day event during which some 300,000 Egg McMuffins -- McDonald’s iconic breakfast sandwiches -- were handed out for free at 300 outlets across the country.

The event, which lasted from 7:00 to 10:00 a.m., was a huge success, with the food running out in just a couple of hours.

“The Korean consumers have high standard particularly towards quality and freshness of ingredients,” said Bob Larson, the greater Asia senior vice president of McDonald’s, in an interview with The Korea Herald.

For example, Korea is one of the few countries where McDonald‘s operates that has the BLT Muffin on its breakfast menu with fresh lettuce and tomatoes. Also, some McCafes here have recently started serving tomato juice and mango frappes, becoming the world’s first to do so.

“This was made available because we had an abundant choice in vegetables here, with local farmers being supportive. We also offer more protein and vitamins on our breakfast menu with freshly cracked eggs on our McMuffins, delivered in the freshest condition,” Larson said.

According to the company, McDonald’s is already well-known for introducing excellent service in Korea, becoming a pioneer in the quick-service restaurant industry.

In 2006, McDonald’s introduced the famous and popular McMorning breakfast, tailored to the busy lifestyles of Korean consumers, who are often tempted to skip breakfast.

Other brands like Lotteria, Burger King and Dunkin’ Donuts have been following the lead of McDonald’s by offer more breakfast items at affordable prices.

In this sense, McDonald’s has been contributing greatly to the development of the breakfast business in Korea and creating an innovative new trend, according to Larson.

McDonald’s Korea has made special efforts to please Korean customers, who can be pickier than most, including the introduction of Premium Roast Coffee made of 100% Arabica beans that are sold for just 1,000 won ($0.94) a cup.

The Korean McDonald’s outlets held a “Free Coffee Day” event last week to promote the coffee.

“We are hoping that both families and commuters will enjoy our menu. If there is a way to widen our access to them, we will take it,” Larson said, hinting that McDonald’s remains open to new ideas for satisfying customers here.

By Bae Ji-sook(baejisook@heraldcorp.com)