Dubai: A huge fast-food chain is ramping up its marketing in the UAE with the return of its annual breakfast drive that kicks off on Tuesday.

McDonald’s UAE has announced that early risers in UAE will have the opportunity to enjoy "selected complimentary" food items from 14th to 20th March 2017, its National Breakfast Week.

The offer can be availed of between 5am and 11am during the special week. A coupon, however, needs to be presented at the counter for UAE residents to enjoy the complimentary food. Coupons can be obtained only upon making a purchase at a McDonald's outlet.

"For meals purchased during regular breakfast serving hours, customers will be treated to selected complimentary breakfast items via a coupon," the announcement reads.

The American company, which has just unveiled its new global long-term growth plan, has been offering free breakfast to UAE residents every year as part of its drive to promote the importance of eating first before heading for work. Last year, it distributed 71,000 free Egg McMuffins to customers in UAE.

In a study on health habits among American adults, it was found that eating breakfast regularly is one of the seven habits that can contribute to better health and longevity.

As part of its campaign, McDonald's, for the first time, is making  McMuffins available around the clock for a full week starting on Tuesday. "Many of our customers love McDonald's breakfasts, but often miss out as they rush to go to work, drop off their children to school or even try to fit in a workout in the morning. National Breakfast Week is an opportunity to elevate the humble breakfast to centre stage and give our customers the chance to enjoy selected items at any time of the day, regardless of their schedule," said Walid Fakih, general manager at McDonald's UAE.

McDonald’s said this month that as part of its growth strategy, it is enhancing digital capabilities and the use of technology to “elevate the customer experience”. It is also initiating a new three-year target for cash return to shareholders and establishing new financial targets for sales, operating margin, earnings per share and return on incremental invested capital.

“We have fundamentally changed the trajectory of our business over the past two years. Now we are fit for purpose, ready to build on our momentum and transition to focus our efforts on profitable, long-term growth,” said chief executive officer Steve Easterbrook.