The wait is finally over. After years of reaching out, America’s breakfast prayers have been answered. On Oct 6, McDonald’s will introduce all-day breakfast nationwide.
After plenty of rumors and buzz, McDonald’s finally made the announcement in a press release released Sept 1.
“It’s time for breakfast on your terms. 10:30 a.m. will no longer be the end of breakfast. Lunch, snack, dinner, late night – it’s time for Hotcakes at whenever o’clock. The new limited menu will allow customers to enjoy a breakfast sandwich paired with an order of World Famous Fries after 10:30 a.m.”
The press release also mentioned that the change is happening due to public demand. It states, “In fact, more than 120,000 people tweeted McDonald’s asking for breakfast throughout the day in the past year alone.”
But some say 24-hour breakfast at McDonald’s is an attempt to reverse the declining sales they’ve experienced in the last few years. Competition with healthier options and the newly popular “fast casual” restaurants like Chipotle and Panera have forced McDonald’s out of its place as top dog in the fast food industry.
McDonald’s might be on to something with this new idea. According to Bloomberg, selling the breakfast items all day may help increase McDonald’s sales by as much as 2.5 percent a year, which was mentioned in a presentation in August by Mike Andres, McDonald’s president for the U.S.
Before you head out to grab your McDonald’s breakfast favorite, there is a catch. The menu will only offer selected breakfast items, excluding the popular McGriddle, and everything involving bacon (even though there are items on the lunch/dinner menu that contain bacon.) The company decided this would be best way to keep the kitchens from getting overwhelmed by cooking breakfast items and hamburgers at the same time.
Word of mouth has been the primary vessel for carrying this news, but the PR team at McDonald’s also made it clear that they’re doing their best to tweet a response directly to the 120,000 people who wished for an all-day breakfast on Twitter.
It’s obvious this campaign is designed to boost McDonald’s sales at a national level, but do you think the limited menu selection will upset customers and cause the company an even bigger headache?