You could accurately describe McDonald’s All-Day Breakfast implementation as a rollercoaster. Hype gradually started to build early last year when the chain announced it would test out the concept in select cities; anticipation peaked when Mickey D’s announced a start date. However, initial excitement eventually plummeted, as McDonald’s not only mentioned the menu would be limited but franchisees also had trouble implementing it.
Apparently, all of that worrying was for naught. CEO Steve Easterbrook recently praised all-day breakfast for saving the company’s hide, causing store sales to skyrocket.
CEO Steve Easterbrook, who took over at McDonald’s nearly a year ago, said the company’s introduction of its all day breakfast menu in October was the main reason that U.S. sales did so well.
According to the outlet, McDonald’s Q4 revenues is the second-straight quarter of same-store sales growth, which is welcome news for a company that had experienced seven consecutive losing quarters previously.
While Easterbrook commented that the company will continue to transform into a “modern, progressive burger company,” perhaps it would be wise to first expand the all-day menu. It’s difficult to see consumers regularly flocking to the chain for table service or $10-plus burgers.