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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Enjoy full access to Hospitality Ireland, our weekly email news digest, all website and app content, and every digital issue.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
