Franchisee invented the Egg McMuffin

Herb Peterson, 89, who invented the ubiquitous Egg McMuffin as a way to introduce breakfast to McDonald’s restaurants, died peacefully Tuesday at his Santa Barbara home, said Monte Fraker, vice president of operations for McDonald’s restaurants there.

Peterson began his career with McDonald’s Corp. as vice president of the company’s advertising firm, D’Arcy Advertising, in his native Chicago. He wrote McDonald’s first national advertising slogan, “Where Quality Starts Fresh Every Day.”

Peterson eventually became a franchisee and was co-owner and operator of six McDonald’s restaurants in Santa Barbara and Goleta, Fraker said.

Peterson came up with idea for the signature McDonald’s breakfast item in 1972. He “was very partial to eggs Benedict,” Fraker said, and worked on creating something similar.

The egg sandwich consisted of an egg that had been formed in a Teflon circle with the yolk broken, topped with a slice of cheese and grilled Canadian bacon. It was served on a toasted and buttered English muffin.

The Egg McMuffin made its debut at a restaurant in Santa Barbara that Peterson co-owned with his son, David Peterson.