Herb Peterson

Herb Petersen began his advertising career with McDonald's as vice president at D'Arcy Advertising in Chicago, which became McDonald's ad arm.^[1]

Peterson coined McDonald's first national advertising slogan, "Where Quality Starts Fresh Every Day."^[1][4]

He later became a franchise co-owner and the operator of six McDonald's restaurants in and around Santa Barbara, California.^[5]

Peterson developed the Egg McMuffin, which has become a McDonald's breakfast signature item, in 1972. Peterson was said to be fond of eggs benedict, so he worked to develop a breakfast item which was similar to it for the fast food chain. Peterson eventually came up with an egg sandwich consisting of an egg formed in a Teflon ring with its yolk broken, topped with grilled Canadian bacon and a slice of American cheese. The Egg McMuffin was served as an open faced sandwich on a buttered and toasted English muffin.^[1]

The Egg McMuffin was created and first sold at a McDonald's in Goleta, California, at a Fairview Avenue location ^[6] which Peterson co-owned with his son, David.^[1]

Peterson died in Santa Barbara on March 25, 2008, at the age of 89.^[1][5][7] He was survived by his wife Barbara, son David and three daughters. A memorial service was held on April 23, 2008, in Montecito, California.^[1] Peterson is the grandfather of professional surfer Lakey Peterson.^{[citation needed]}