McDonald’s recently announced that it would offer all-day-breakfast in more than U.S. 14,000 locations starting October 6. The announcement was made Tuesday, but the decision was made last week after a vote from all franchisees.
Chief Executive Steve Easterbrook, who was appointed this spring, came with the idea. Since the moment he took office, Easterbrook vowed to overhaul the fast-food restaurant chain and revive U.S. sales which stalled for more than three years.
But McDonald’s customers have been asking for the change for years since many of them couldn’t make it to the restaurant to get those Egg McMuffins before 10:30 a.m. Ever since complaints emerged, the company explained that cooking breakfast items along with regular menu items represented a technological challenge.
McDonald’s president for North America believes that the move is the wisest in five years. A similar move was made in 2009 with the rollout of McCafe line which was a huge success. McCafe was also an idea inspired by customer feedback.
The company hopes that the new decision would generate additional revenue for its franchisees despite the costs of a technological revamp to set all-day-breakfast in place. McDonald’s has already tested the concept in three locations since March, 2015, while in June seven locations studied the impact of a nationwide rollout.
The restaurants cook lunch and dinner food items with help from the same appliances they use to prepare breakfast menu items, but they cannot do it at the same time. So , there’s the need of new equipment and training for operators.
For instance, McDonald’s workers will need two separate grills to cook raw eggs and burgers in order to make sure that meat doesn’t come in contact with the eggs. Additionally, workers will need two separate toasters because their current toaster can toast either burger buns or muffins, not both.
So, the new equipment may cost $500 to $5,000 for every location, depending on what type of equipment restaurants were equipped with from the beginning. The company announced that nearly all restaurants now have the proper equipment.
McDonald’s is already promoting the concept on social media sites. On Twitter alone, more than 120,000 users said that an all-day breakfast would be a great idea. But the idea was launched eight years ago by 15 people. One of those people said that he was invited in by McDonald’s for a McMuffin at lunch hour.
But the move would trigger some menu changes as well. The breakfast menu would be kept simple. It would feature sausage burritos, biscuit sandwiches, Egg McMuffins, and hot cakes. Additionally, launch and dinner menus would be simplified by removing less popular sandwiches and wraps from menu boards.
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