McDonald’s plans to start selling all-day breakfast across the US on 6 October aiming to reinvigorate sluggish sales by fulfilling a longstanding customer request.
The company’s franchisees have voted to approve the plan and it’s being implemented nationwide, according to a statement from McDonald’s spokeswoman Lisa McComb. The move - the company’s biggest menu change in years - follows months of testing the idea at various locations. In July, Chief Executive Officer Steve Easterbrook said the all-day breakfast trials were going well, fueling speculation that a national rollout was near.
Easterbrook, who took over in March, has been trying to pull the company out of its worst sales slump in more than a decade. Selling its signature Egg McMuffin sandwich all day could increase sales by as much as 2.5 per cent a year, according to an internal company presentation.
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Under the plan approved by franchisees, the full morning lineup won’t be available all day. Restaurants will sell either muffin- or biscuit-based sandwiches, along with hot cakes, sausage burritos, fruit-and-yogurt parfaits, oatmeal and hash browns. McDonald’s may get rid of other items to make room for breakfast, McComb said.
News by Bloomberg, edited by Hospitality Ireland