business

Mos Burger to take on McDonald’s in breakfast arena

30 Comments

MOS Food Services plans to open all 1,400 of its MOS Burger outlets at 7 a.m. by the end of the year. The hamburger chain already operates 430 of its stores from that early hour and plans to progressively open the remainder at that time.

McDonald’s Japan had been aggressive in the breakfast space with its “Morning Mac” campaign, and MOS Burger’s move is expected to intensify competition. At a recent press conference, MOS President and CEO Atsushi Sakurada explained that the number of people eating breakfast out was increasing, especially among the elderly and working women, adding, “Change in the morning person market is accelerating. I want to strengthen our preparedness.”

Could this mean additional woes for an already troubled McDonald’s Japan?

MOS started trialing a morning menu at 49 of its outlets this February. Items include a breakfast set consisting of an egg rice burger, miso soup and pickled vegetables (380 yen), and five different types of pancakes at 190 yen each. The chain plans to introduce its morning menu at other stores from this point on.

Additionally, for the first time in six years, the company will make changes to its signature MOS Hamburger and other menu items, with the new offerings being available from the 23rd. To date MOS has used a mixture of minced pork and beef for its burger patties; however, from the 23rd it will use 100% Australian beef. It is also making changes to its burger sauce, strengthening seasonings to produce a richer more robust flavor profile.

Source: Vippers

Read more stories on RocketNews24. -- Mos Burger Chimes in on McDonald’s 60 Second Service -- JAL Begins Serving Yoshinoya -- The Moe-ification of a McDonald’s Teriyaki Burger

© RocketNews24

©2021 GPlusMedia Inc.


30 Comments
Login to comment

My local Mos takes about 15 minuets to produce a hot dog and fries. It is barely acceptable in the evening, and totally unacceptable in the morning.

Lift yer game Mos.

4 ( +8 / -4 )

"It is also making changes to its burger sauce, strengthening seasonings to produce a richer more robust flavor profile"

More salt, I bet.

1 ( +6 / -5 )

I have never been a fan of MB, and I doubt these moves will do anything to sway my opinion.

0 ( +2 / -2 )

Then they need to study the eating behavior of the sorely hungover. There is no other reason for eating breakfast at a burger shop.

8 ( +9 / -1 )

I think Mos Burger are great - well worth the wait. I used to crave their spicy double cheeseburgers, and the chicken is good too.

I like the sound of the breakfast set purely because it sounds almost vegetarian:

an egg rice burger, miso soup and pickled vegetables (380 yen), and five different types of pancakes at 190 yen each

Sadly, I suppose the burger will have some form of meat in it...

Good for them though, kicking McD's when it's down.

1 ( +6 / -5 )

MB is a lot better than the rivals but the wait is way too long!

1 ( +5 / -4 )

if they can match Y100 and 1/5 of the waiting time.. i might give my support.

have i already mentioned Y100?

oh, mickie dee's got Y100 burgers..

3 ( +3 / -0 )

GO GO MOSU MOSU!

2 ( +7 / -5 )

and five different types of pancakes at 190 yen each.

Note that this is a mistranslation. Not pancakes (hot cakes in Japanese), but hot sandwiches.

See the Mos press release <http://www.mos.co.jp/company/pr_pdf/pr_130225_1.pdf

If you want processed slop that is no better than microwaved frozen "food", you go to McDonald's. For real food, you go elsewhere. Fresh cooked is why Mos cannot serve you in 20 seconds or less.

5 ( +6 / -1 )

Ahh, Mos Burger, the most over-priced, over-rated fast food establishment I have ever set foot in.

-1 ( +7 / -8 )

yes true Mos burger is not cheap but most the burgers are more tasty than MacD.

-1 ( +5 / -6 )

the mos locations are never near the train station, so they are a bit inconvenient. and the food is only slightly better than mac, except for the fries. mac hands down has the best fries in the world!

1 ( +4 / -3 )

Mos burgers are disgusting.

-9 ( +1 / -10 )

I thought the whole deal with MOS was that it was all "locally produced" and fresher? All I ever see these days all over Japan is pronouncements of how this or that ingredient is 国産. While they probably weren't using all Japanese meat for their burgers before, they better not promote their burgers as having 100% Australian beef or I'm gonna flip a shit as far as what Japan wants in terms of meat/food quality because all I ever hear is how only food grown/made in Japan is worth eating.

While I like MOS's end product, it is overpriced, takes a long time, and for some reason, every time I go to a MOS, I feel like I'm being treated differently for being a foreigner (like on several occasions, they've singled me out to take my tray because they thought I couldn't sort the trash, even though they could've taken the old lady in front of me's tray). I never feel that at the other burger chains (Lotteria, Freshness Burger, McDonald's, Burger King, Wendy's).

3 ( +4 / -1 )

Sadly, I suppose the burger will have some form of meat in it...

MOS burgers are 100% beef. While typically speaking MOS is more expensive and takes more time, as they cook items as they are ordered, that time factor will be a problem with AM customers.

2 ( +3 / -1 )

Mos burgers are disgusting.

Better than Mac, any day of the week!

4 ( +8 / -4 )

I thought the whole deal with MOS was that it was all "locally produced" and fresher?

Many Japanese are fooled by the Mos marketing department as well. Beef comes from Australia, chicken from China, even the hamburger buns come from America.

http://menu.mos.co.jp/pdf/native.pdf

0 ( +1 / -1 )

For comparison, here is where McDonalds ingredients come from.

http://www.mcdonalds.co.jp/safety/quality/point.html

0 ( +1 / -1 )

I'm definitely not feeling their brekkie menu.

1 ( +1 / -0 )

Freshness is better. alsotakes too long - not "fast food" at all. Given the atrocious content and quality of a Makudo breakfast muffin and similar, they ought to be able to take some market share. But probably won't get it right.

-1 ( +0 / -1 )

For 350 yen, you can't go wrong with the natto teishoku at Yoshinoya. Can't understand why nobody will ride with me in the office elevator though. :)

www.yoshinoya.com/menu/morningset/index.html

1 ( +2 / -1 )

MOS' burgers defeat McD's hands down, though they are quite stingy on the fries and VERY stingy on the onion rings. It's also pricier. Needless to say McD's fries top them all. This breakfast thing should be interesting, but I wonder if MOS can pull it off given how long it takes you to get your feed normally. If you go to a place like this at all for breakfast, the key point is speed, and this is one area that it'll be hard to beat McD's in if they want to provide better quality and not just competition.

0 ( +4 / -4 )

papasmurfinjapan: "Many Japanese are fooled by the Mos marketing department as well. Beef comes from Australia, chicken from China, even the hamburger buns come from America."

yeah, it's pretty interesting. I mean, anyone with a brain knows fast-food joints are trying to pull the wool over your eyes one way or another, and I would like to think that people who eat at such places KNOW they are not engaging in healthy practice, but hey. I've not been to too many MOS burgers in the nation, but all of the ones I had had posters or sign boards playing up how they use local produce from various prefectures, but you're right -- they never mention the meat (save that I think I saw that they use Aussie beef on a placemat or something).

-4 ( +1 / -5 )

If it has to be junk food, I definitely prefer MOS among the bunch. I think their breakfast will be better than McDs... not that that is saying much.

1 ( +2 / -1 )

Mos burgers are too wet. The meat is wet. The bun is wet. The gloppy sauces are wet. It's a triumph of water over grease.

0 ( +2 / -2 )

It's a triumph of water over grease.

That would normally be a good thing.

0 ( +1 / -1 )

Fat Chance!

0 ( +0 / -0 )

will no doubt try it and see. to be decided at a later date I guess.

-1 ( +0 / -1 )

You can't get a Coke (or even a normal Pepsi) at MOS burger- the only option is "Pepsi Nex". (gag)

Burgers need to be eaten with Coke. It's the law.

Plus, as others have said, the idea that an "order" of onion rings contains 5 straggly pieces is a sad joke.

I need a Baconator, not a delicate little 1.3 oz piece of mystery meat with a soggy white bun.

0 ( +0 / -0 )

MOS burgers are overpriced, soggy, take forever, and you might as well eat them with a spoon as they fall all over in squishy clumps,the cheese tastes weird, and the stores are usually empty which must say something.

-1 ( +0 / -1 )

Login to leave a comment

Facebook users

Use your Facebook account to login or register with JapanToday. By doing so, you will also receive an email inviting you to receive our news alerts.

Facebook Connect

Login with your JapanToday account

User registration

Articles, Offers & Useful Resources

A mix of what's trending on our other sites