Peak salted egg yolk hype reached with McDonald’s new burger; it’s all downhill from here

In case you were wondering why there’re massive queues at McDonalds’ today — just know that it’s because Singapore has attained Peak Salted Egg Yolk.

As if the country wasn’t content with its Salted Egg Yolk Cookies or Salted Egg Yolk Custard Molten Chocolate Cakes or Salted Egg Yolk Ice Creams, the once-undervalued sauce has become a sell out with the launch of McDonald’s Salted Egg Yolk Chicken Burger. Complete with curry leaves and salty-sweet relishes.

Instead of going full-on sell out to fuel the masses with Salted Egg Yolk Fries, Salted Egg Yolk McFlurry, Salted Egg Yolk Nuggets and Salted Egg Yolk Milkshakes, McDonalds’ Singapore decided to keep it subtle by offering other local flavours. In their latest gimmick to stay relevant with millennials (albeit, strugglingly), the fast food brand has launched limited time offerings inspired by local cuisine.

Thus why there’s the Salt & Pepper Crab Flavoured Shaker twister fries, the Gula Melaka McFlurry and the Banana Pie, which is apparently a reference to goreng pisang.

Despite the salient hype, we’ve learnt from experience that McDonalds’ doesn’t always deliver when it comes to gimmicky fare. Their Grand Breakfast Platter in November last year looked like hospital food IRL, while their attempt at truffle fries was pretty meh. Already, the hype’s starting to falter from pictures of Salted Egg Yolk burgers looking like they’re rapidly dying from old age.