McDonald’s Is Cooking Up a Treat for Breakfast-for-Dinner Lovers

Photo (cc) by norio_nomura

Attention breakfast-for-dinner fans: McDonald’s will soon serve up all-day breakfast at all of its U.S. restaurants.

The move is part of the fast-food chain’s plan to reset its struggling business, which has experienced nearly three years of slumping sales in the United States.

After testing an all-day breakfast menu in select U.S. cities, McDonald’s plans to roll out all-day breakfast nationwide Oct. 6.

Although the logistics of cooking Egg McMuffins alongside Big Macs initially deterred the fast-food chain from pursuing an all-day breakfast menu, customer requests for breakfast after McDonald’s traditional 10:30 a.m. cutoff finally prevailed, The Wall Street Journal reports.

“This is the consumers’ idea. This is what they want us to do,” McDonald’s USA president Mike Andres said in an interview with the Journal. “That’s why I think this could be the catalyst for our turnaround.”

Depending on the restaurant location, the all-day breakfast menu will feature a selection of muffin or biscuit sandwiches as well as pancake platters and sausage burritos, according to CNN Money.

The expanded menu will require additional equipment, like a dedicated egg griddle and a toaster exclusively for McMuffins, that will cost about $500 to $5,000 per restaurant. Andres said McDonald’s will assist franchisees in paying for the new equipment.

The fast-food chain is reducing its menu items to help streamline the change, the Journal reports. Andres said the changes will vary by market.

“Some will be more significant than others,” he added.

McDonald’s said an “extremely high” number of its franchisees were eager to offer an expanded anytime-breakfast menu, according to the Journal.

“We’ve had a rocky road lately and it’s nice to have something a lot of people are behind and excited about,” said a franchisee in the Western U.S. He said he isn’t concerned about the operational challenge because test-market data show most orders for breakfast items come by 2 p.m., when employees on duty generally have experience on the breakfast shift.

Will expanded breakfast offerings be enough to lure customers back to the struggling fast-food chain? That remains to be seen.

McDonald’s said breakfast currently makes up about 25 percent of its U.S. sales.

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