McDonald's expanding All Day Breakfast menu
July 6, 2016
by MEAT+POULTRY Staff
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By September the McDonald's All Day Breakfast menu will include Biscuit, McMuffin and McGriddles among other traditional choices.
CHICAGO- McDonald’s will expand its All Day Breakfast with more choices in September at 16,000 US restaurants.
Along with the staples of the All Day Breakfast menu, the McMuffin, and Biscuit sandwiches, McDonald’s will add McGriddles to the all-day list; Hotcakes, Sausage Burrito, Fruit & Maple Oatmeal, Fruit ‘N Yogurt Parfait and Hashbrowns will also be added to the menu.
In March, McDonald’s started testing the full breakfast menu in the southern United States.
|Kevin Ozan, CFO of McDonald's
“We are testing right now in a couple markets whether to have the full breakfast menu all day,” said Kevin Ozan, McDonald’s CFO, during a March 16 presentation at the Bank of America Merrill Lynch Consumer & Retail Tech Conference. “Now what goes along with that is reducing complexity than in other areas (because) we can't just add that complexity of the additional items all day.”
Ozan called the initial all-day breakfast rollout an “accelerator of momentum” in March and identified the initiative as a key driver of the company’s improved financial performance. The expanded menu offering has proven effective in attracting new customers and prompting regular customers to trade up to a mid-tier price point.
“In (the) launch period we saw about 15 percent of our food orders outside of the breakfast day part included an all-day breakfast item,” he said. “That percentage has come down a little bit since then but still maintaining at a reasonably high percentage, and we think all-day breakfast still has a lot of runway.”