Starting November 2, McDonald’s Hong Kong is expanding its popular Grilled Chicken Filet Burger to the breakfast menu for the first time, offering a high-protein, low-calorie option for early risers. The move comes with a series of value-driven meal deals across all dayparts, alongside a limited collaboration with fitness chain 24/7 FITNESS that rewards customers with free trial passes. Designed to appeal to health-conscious diners and gym enthusiasts, the promotion underscores a shift toward more nutritious fast-food choices in the city.
A Healthier Fast-Food Option
The Grilled Chicken Filet Burger has long been a favorite for its lean protein content. Made with skinless chicken thigh and cooked without oil, the no-sauce version clocks in at just 291 calories, providing a guilt-free meal for those tracking their intake. Each double-patty serving delivers over 41 grams of protein, making it a substantial option for post-workout recovery or balanced eating. With breakfast availability now added, McDonald’s is positioning the item as a versatile choice for all meals.
Meal Deals Across the Day
The promotion covers three distinct time windows, each with tailored pricing and add-ons:
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Breakfast (4 AM to 11 AM on weekdays): Customers can purchase a Grilled Chicken Filet Burger—either regular or no-sauce—with a McCafé black coffee for just $29. A full breakfast set is also available for $39.
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Lunch and All-Day (11 AM to midnight): The burger is included in a $39 value set, with additional discounts of $3 off other meal bundles, such as the four-item set and the “Big Bite” combo.
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Dinner (6 PM to midnight): A new Double Grilled Chicken Filet Burger Value Set is priced at $49. This deal also includes a free physical 1-day trial pass to 24/7 FITNESS, with only 110,000 passes available on a first-come, first-served basis.
Fitness Collaboration
The partnership with 24/7 FITNESS goes beyond the dinner set. Customers who purchase the “McSmart” dinner ticket—a $200 package offering four double burger sets—receive an electronic version of the fitness trial pass. This pass can be used at any 24/7 FITNESS location across Hong Kong, allowing users to test the facilities before committing to a membership. The initiative is part of a broader trend in Hong Kong’s food and beverage sector, where brands are increasingly linking meals with wellness benefits to attract a more active demographic.
Limited-Time Seasonal Treats
Alongside the burger deals, McDonald’s is introducing autumn-inspired additions. The taro pie ($11.50) and double Ovaltine McFlurry ($17.50) are available during limited hours, offering a sweet finish to any meal. For those seeking extra value, upgrading to the “Big Bite” combo—which includes flavored Shake Shake fries and a larger drink—costs an additional $9.50.
Implications and Next Steps
This launch reflects a growing consumer demand for convenient, protein-rich meals that fit an active lifestyle. By offering a low-calorie burger at breakfast and integrating a fitness pass into dinner purchases, McDonald’s is directly addressing the needs of exercise-focused customers. For the average diner, the promotion provides an affordable way to enjoy a wholesome meal while exploring new workout options.
With limited quantities for both the fitness passes and the $29 breakfast deal, early participation is recommended. Customers can check the McDonald’s app for the latest terms and conditions, as specific offers may vary by location. As the fast-food landscape evolves, such collaborations could become a blueprint for balancing indulgence with health in everyday eating.