McDonald’s will be offering All Day Breakfast starting Oct. 6, the company announced on September 1. No more 10:30 a.m. cut-offs for breakfast as what is previously done in all McDonald’s stores.
“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 company said in its announcement.
The landmark move is the company’s answer to the number one request it gets from customers. “More than 120,000 people tweeted McDonald’s asking for breakfast throughout the day in the past year alone. We’re excited to make this dream a reality this year,” McDonald’s statement reads.
McDonald’s All Day Breakfast, which will have a new limited menu, can be ordered with the World Famous Fries after 10:30 a.m. Depending on the location of McDonald’s store, the All Day Breakfast will have either McMuffin menu with choices of Egg McMuffin, Sausage McMuffin with Egg, Sausage McMuffin; or Biscuit items with choices of Bacon, Egg and Cheese Biscuit, Sausage Biscuit with Egg, Sausage Biscuit. Both menus will include platters of hotcakes with sausage and hotcakes; sausage burrito; and sides with choices of Fruit ‘N Yogurt Parfait, Fruit & Maple Oatmeal. Hash Browns as sides will depend on the availability on the store’s location.
McDonald’s decision to finally offer an All Day Breakfast is described by the Los Angeles Times as “the boldest yet under McDonald’s Chief Executive Steve Easterbrook.” The chief executive was only hired in March and has so far never decided to cost-cut or to sell company owned restaurants to franchisees.
If McDonald’s is looking to improve sales or profits with its recent announcement, the All Day Breakfast may not perform in this department. This is according to R.J. Hottovy, a Morningstar analyst who has spoken with the LA Times. The decision, however, displays McDonald’s desire to meet customer’s demand and at the same time cater to the needs of its many franchisees.
“It does create a sense of buzz. It brings a level of excitement to the company that we haven’t seen in a while…. This company needs some positive news, and this is probably a step in that direction,” Hottovy told the LA Times.
A related report from the Wall Street Journal noted that serving breakfast for the whole day pose challenge to franchisees. The report noted that McDonald’s franchisees have the same set of equipment for cooking items served for breakfast, lunch and dinner. With this, cooking breakfast items at the same time they cook for lunch and dinner will be impossible. Hence, franchise owners bought separate grills for raw eggs and burgers; new toasters to toast buns and muffins at the same time. For this, franchise owners have re-invested roughly about $500 to $5,000 in order to overcome this hurdle, a spokesman told WSJ.
Even with the foreboding, an “extremely high “percentage of franchise owners voted in favor of serving the All Day Breakfast according to the spokesman. A franchisee who has spoken anonymously with WSJ said he said yes to the move because McDonald’s had a rocky road lately and it’s nice to have something a lot of people are behind and excited about.”
Still, other franchise owners expressed apprehension. One told WSJ that it will be challenging to create biscuits from scratch. “Baking biscuits takes 18 to 20 minutes, and that doesn’t include mixing and kneading the dough,” the franchisee said.