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My wife is not so sure the news that McDonald’s is adding its McGriddles sandwich to its all-day breakfast menu is such a good thing. You see, I’m not a big Mickey D’s guy, but the two or three times I stop by the local drive-through every year are for ... you guessed it. One of the balances against my cravings for the maple-flavored pancake sandwiches has always been the fast food chain’s restriction on when they could be purchased. Beginning in September, all bets are off.
The move by McDonald’s to expand its all-day breakfast menu is intended to build on the sales momentum the chain has gained since making the change last year. The company posted a comparable sales gain of 5.4 percent in the latest quarter, in part due to the success of its all-day breakfast offerings. It will report its most recent quarterly results on July 26.
While all-day breakfast has helped boost sales at many McDonald’s, franchisees initially pushed back over concerns about the impact that more complicated kitchen operations would have on service levels. Some also believed that all-day breakfast would simply encourage existing patrons to trade-down from more profitable regular menu items and do little to bring in new customers.
- McDonald’s USA Expands its Popular All Day Breakfast Menu This Fall – McDonald’s Corporation
- McDonald’s to Expand All-Day Breakfast to Keep Sales Boost Going – Bloomberg
- McDonald’s Reports First Quarter Earnings – McDonald’s Corporation
- How high can McD’s go with all-day breakfast? – RetailWire
- Does McD’s have a breakfast (civil) war on its hands – RetailWire