He immediately got in line and waited patiently for his turn to receive a free Egg McMuffin with a Rp 10,000 (less than US$1) package of harsh browns and a cup of coffee.

The fast food company was handing out 160,000 Egg McMuffin for free through outlets across the country on Monday to celebrate what it calls National Breakfast Day. The annual event applies a ’first come first serve’ system, which explains the long queues early in the morning. Egg McMuffin was chosen for its protein, fiber, calcium, iron and vitamins as a suitable item of a healthy breakfast, the company claimed.

McDonald’s Indonesia marketing and communication director, Michael Hartono, said the event aimed to build awareness on the importance of breakfast.

“Entering the fourth year of McDonald’s National Breakfast Day, we also want to introduce people to having breakfast at our restaurant,” said Michael.

To entertain queuing customers, cheerleaders and a marching band were present at Sarinah and McDonald’s own employees could be seen dancing at the restaurant. Some lucky customers also received gifts according to their line-up number.

Although the event was scheduled to finish at 11am, the last piece of Egg McMuffin was handed out by 9am.