There will be two firsts at this year's Summer Olympics in Rio de Janeiro: golf's return for the first time since 1904, and the ability to buy an Egg McMuffin around the clock.
On Monday, McDonald's (MCD) is expected to officially unveil the opening of a restaurant in the international zone of Brazil's Olympic village.
Stationed in Barra Olympic Park, the restaurant will feature McDonald's new all-day breakfast platform, a first for one of the fast-food giant's over 800 locations in the country. Some Brazilian specialities will be also be served such as the pao de queijo, a small baked cheese roll that's a favorite snack among locals. As icing on the cake: the restaurant will have a dessert station that dishes out the McFlurry and other treats.
A McDonald's spokesman declined to share the company's Olympics marketing plan for the U.S. But he did confirm the pao de queijo will not be coming to America.
Bringing the new all-day breakfast program to the Olympic stage will put a spotlight on a behemoth of a company finding some early success in trying to turn itself around.
Helped by the launch of all-day breakfast last October, the Golden Arches reported that fourth-quarter same-store sales in the U.S. surged 5.7%, the second consecutive quarterly increase. It was the best performance by McDonald's since it reported an 8.9% same-store sales gain in the U.S. in the first quarter of 2012.
In January, McDonald's debuted its new value program coined the "McPick 2", which allowed customers to choose two items from a set menu for two dollars. More recently, the program was tweaked to "McPick 2 for $5", with McDonald's enhancing the types of items a person could choose.
And as TheStreet reported, the restaurant giant is nearing the launch of its first loyalty program.
McDonald's has had a long history with the Olympics.
According to the company, its support of the Olympic movement started in 1968, when it airlifted hamburgers to U.S. athletes in Grenoble, France, after they reported being homesick for McDonald's food. Since then, McDonald's has taken on a more high-profile position at the Olympics, such as running TV commercials with NBA Stars Larry Bird and Michael Jordan as part of the "Dream Team" in 1992.
In 2012 under then CEO Don Thompson, McDonald's announced that it renewed its Olympic sponsorship through the 2020 games, giving it the enviable position of being the game's official restaurant.
No word on whether golf's number one ranked player, and soon to be Olympian, Jordan Spieth is happy about the prospect of eating an Egg McMuffin after an evening practice session.
A McDonald's spokeswoman did not immediately return request for comment.