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McDonald's to offer all-day breakfast

Fulfilling the wish of millions of McDonald's breakfast item fans, the chain will begin offering all-day breakfast.

September 2, 2015

McDonald’s Corp. plans to start selling all-day breakfast across the U.S. on Oct. 6, according to Bloomberg.

The company’s franchisees have voted to approve the plan and it’s being implemented nationwide Oct. 6, according to a statement to Bloomberg from McDonald’s spokeswoman Lisa McComb.

All-day breakfast is McDonald’s biggest menu change in years, Bloomberg reported. In July, McDonald’s Chief Executive Officer Steve Easterbrook said the all-day breakfast trials were going well, fueling speculation that a national rollout was near, according to the Bloomberg article.

Selling its signature Egg McMuffin sandwich all day could increase sales by as much as 2.5 percent a year, according to an internal company presentation reported on by Bloomberg.

Also according to the article, 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 remove other menu items to make room for breakfast, McComb told Bloomberg.

"Our rest-of-day core menu items will stay intact, such as the Big Mac, Quarter Pounder with Cheese, McNuggets, fries, etc.," she said in an e-mail. "But regions can determine what items need removing based on local customer preferences."

Franchisees own about 90 percent of McDonald's roughly 14,350 domestic restaurants, the article stated.

The move may help McDonald’s better compete with chains that already sell morning items throughout the day such as Dunkin’ Donuts and Starbucks Corp.

Daniel Delligatti, the chain’s national advertising fund chairman, told franchisees last month that the company was planning a marketing push to promote the move, according to Bloomberg.

"Based on preliminary test results, all-day breakfast is a significant business opportunity and a marketer’s dream that leverages our strengths and will generate positive media news and social media energy," he wrote to Bloomberg in an e-mail.