Listen up: the days of waking up at 10:30am only to realize you’ve missed the McDonald’s breakfast hours are now over.
The Wall Street Journal reports that starting October 6th, over 14,300 McDonald’s restaurants will begin serving breakfast all day long. Chief Executive Steve Easterbrook, the mastermind behind the idea, set out to make big changes to the fast-food restaurant—particularly for breakfast—as part of his mission to reinvent the McDonald’s brand.
McDonald’s president Mike Andres claims that the transition is the “biggest strategic move the company has made since it rolled out its McCafé line of coffee and espresso drinks across the U.S. in 2009.” He says that all-day breakfast is a customer-driven idea, which is expected to reap major benefits for the chain.
After struggling to launch new menu items such as the McLobster roll and the McPizza, McDonald’s realized the best plan was to turn to what it already had.
McDonald’s began testing all-day breakfast back in March, starting in San Diego, Nashville, and Mississippi locations. Sales are looking up for the restaurant, especially after “breakfastarians“—or those who enjoy eating breakfast twice a day—declared McDonald’s their first choice over any other fast-food breakfast.
The switch to an all-day breakfast will require restaurants to stock up on new equipment suitable to produce both lunch and breakfast menu items simultaneously. The costs are rumored to total around $500 to $5,000 per restaurant.
The current McDonald’s breakfast hours account for 25% of sales, and with the introduction of an all-day option, sales are reported to increase an extra 4%— demonstrating the true power of an Egg McMuffin.
[via The Wall Street Journal]