Deciding what to eat for lunch and dinner is often a hectic task, especially when all you really want is a sausage biscuit or a McGriddle breakfast sandwich from McDonald's. But, the clock on the wall always let's you know that grabbing a quick breakfast sandwich from McDonald's is out of the question after 10 a.m. That will all soon change since McDonald's will offer breakfast all day long starting in October.
According to The Wall Street Journal on Tuesday (Sept. 1), McDonald's restaurants nationwide will start selling breakfast all day, every day. The change will take effect on Tuesday Oct. 6 in an attempt to increase overall sales throughout the day. According to WSJ, it was under the orders of new Chief Executive, Steve Easterbrook who believed that revamping the national chain restaurant's operation schedule and serving the more desired Egg McMuffins and other breakfast items past morning itime would bring forth a company turnaround.
According to McDonald's USA President Mike Andres, "this is the consumers' idea." He further explained his vision in an interview saying, "this is what [the consumers] want us to do. That's why I think this could be the catalyst for our turnaround."
Why couldn't a decision this effective be made years ago? According to Easterbrook, it was the equipment needed and the cost of that equipment that delayed the process. Currently, McDonald's grills are set up to cook both breakfast and dinner at different times of the day "to ensure that raw eggs don't come into contact with burgers." For the change to happen each franchise will have to invest in separate operating grills and equipments to comply with health standards. The additional equipment will cost each restaurant anywhere between $500 to $5,000, pending on what equipment already exists at the location.
So what can you expect on the all day menu? According to Andres "it will vary by market." But the basics should include "a limited number of core items, including sausage burritos, hot cakes and, depending on the region, Egg McMuffins or biscuit sandwiches."
USA Today reported that the company began spreading news of their plans on Twitter.The "I'm loving it" officials announced to customers, who had previously told them they wanted McDonald's to expand availability of its breakfast menu, that it's coming soon.
Andres believes that the new all day breakfast menu will be as big in the company's history as the beginning of the drive thru window.
