Monte Fraker , vice president of operations for McDonald's restaurants in Santa Barbara, said Peterson died peacefully at his home Tuesday.

Peterson came up with idea for the signature McDonald's breakfast item in 1972.

He began his career with McDonald's as vice president of the company's advertising firm, D'Arcy Advertising, in Chicago. He wrote McDonald's first national advertising slogan, "Where Quality Starts Fresh Every Day," and eventually became a franchisee.