Tragedy struck on Monday when McDonald’s announced it had consciously uncoupled from its Breakfast Wraps and Bagels (image: Getty Images)
As the UK opens up again following the Omicron Covid wave, many of us will be going back to our regular morning commute.
But for some, the journey into work will never quite be the same again following McDonald’s announcement that it has permanently banished wraps and bagels from its breakfast menu.
The tragic reveal has left a gaping hole, not only in McDonald’s breakfast offering, but also in the nation’s hearts.
No longer will you be able to shove a large tortilla wrap containing egg, potato rosti, a sausage patty, cheese, ketchup and bacon into your mouth.
Gone are the days when you could bite into a bagel and enjoy the warm feeling of grease dribbling down your knuckles (and chin).
So what has McDonald’s said about ditching its breakfast wraps and bagels - and what has the reaction been?
Here’s what you need to know.
How has McDonald’s changed its breakfast menu?
In a break-up statement published on its social media channels, McDonald’s said it was “parting ways” with its breakfast bagels and wraps.
The products were temporarily taken off the menu at the start of the Covid-19 pandemic as part of a “trial separation period” but will now be formally consigned to history, the fast food giant revealed.
It has not stated exactly why it has scrapped the popular items.
“We adore each other deeply but our love for the iconic McMuffin was simply too hard to ignore,” McDonald’s said.
“We want our fans to know this is a mutual decision, to the extent that a bagel can make its own decision.”
It added: “As for the rumours that there will be a new breakfast bae on the scene later this year... no comment," floating the possibility of new breakfast items.
To sweeten the bitter pill, McDonald’s also offered McMuffins for 99p on Monday (24 January).
But if you’re only just finding out now, you’ll probably agree with the fury that has been vented on social media in reaction to the announcement.
What has the reaction been?
Fury has given way to disbelief, soul-searching and grief.
Dreams have been shattered and hearts have been broken beyond repair.
After all, it’s always those you love the most who can cause you the greatest pain.
“Bagel was 100% better than a muffin. Such a sad day,” wrote one disappointed customer on Facebook.
“You’ve ruined the whole year McDonald’s! Well done,” opined another.
There were also cries of betrayal from some: “For 2 years I have suffered muffins waiting and hoping for the day that the good breakfast stuff comes back and now this! Betrayal.”
Others turned to one of the darkest episodes of popular Channel 4 series Come Dine With Me to express their apoplexy: “Dear Lord, what a sad little life, McDonald’s. You ruined my morning, completely, so you could have the money. But I hope now you spend it on getting some lessons in grace and decorum because you have all the grace of a reversing dump truck without any tyres on.”
Welsh Labour MP Alex Davies-Jones also reacted sadly to the news on Twitter.
Describing herself as “heartbroken”, she wrote: “First you take away the caramel sundae and now the bagel”.
McDonald’s clearly has a lot of making up to do.
Rival chain Tim Hortons, meanwhile, has used the announcement to its advantage.
The Canadian bagel specialist said its wraps and bagels “are here to stay” and that it would be offering heartbroken McDonald’s customers “a shoulder to cry on”.
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