McDonald’s is making breakfast available all-day nationwide starting Oct. 6. Previously, the fast-food chain ended breakfast at 10:30 a.m. sharp.
Egg McMuffins for dinner? Soon it will be possible.
After experimenting with all-day breakfast in several markets, McDonald’s is making it available nationwide starting Oct. 6. Previously, the fast-food chain ended breakfast at 10:30 a.m. sharp.
All-day breakfast has been a top request of customers craving a biscuit sandwich or pancake platter after the morning cut-off. Gone will be the days when customers rush to McDonald’s breakfast only to find the menu has switched to burgers and fries.
Mike Andres, McDonald’s America president, has described extending breakfast hours as the chain’s most significant move since adding the McCafe beverage line in 2009. Company officials hope the change will help turn around lagging sales.
Selling breakfast all day could boost chain sales by up to 2.5 % a year, Andres told franchisees in August. The switch could also increase customer traffic by up to 2.3% and help each restaurant earn $31,000 in profit.
McDonald’s has been trying to revive sales lost to increased competition and a bloated menu. The Golden Arches most recently reported a 10% drop in quarterly sales and earnings.
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Since taking over as CEO in March, Steve Easterbrook has focused on adding more franchises and reorganizing the chain internally. Specific restaurant initiatives center on allowing diners to customize burgers to eliminating slow-selling items.
Adding breakfast to the mix of Big Macs isn’t without its challenges. Hash browns are fried in the same vats as the french fries, which could become too full during busy times. Kitchens need a dedicated egg griddle so they can cook eggs at the same time as chicken and burgers. Restaurants also need a toaster just for muffins.
Making the change is expected to cost $500 to $5,000 per franchisee, of which McDonald’s will help pay.
The announcement comes as competitors increase their breakfast offerings. Taco Bell has launched an ad campaign urging millennials to “shake off the shackles of boring breakfast.’’ Last year, Chick-fil-A upped up its coffee to better compete with Starbucks.
Not every McDonald’s will sell the complete breakfast menu. Restaurants may be able to choose between muffin or biscuit sandwiches. Depending on the location, restaurants will also offer hotcake platters and sausage burritos.
Regardless, customers will no longer have to bypass the Golden Arches for another chain when they want breakfast after 10:30 a.m.
