McDonald's today said it will take its all day breakfast plans nationwide starting Oct. 6, a move industry watchers have said may help the Golden Arches regain some mojo after a prolonged sales slump.
The chain's breakfast menu has long been seen as one of its stronger areas, but sales were limited since it would switch its kitchens over to a lunch plan, usually at 10:30 a.m.
McDonald's said all day breakfast is the top request it gets from its customers, with more than 120,000 people tweeting about it in the past year alone. After some earlier testing, McDonald's had to hold off on a nationwide launch until the group of owner operators running its U.S. restaurants voted in favor of the all-day breakfast plans.
In announcing the move, McDonald's used a variety of GIFs and even replied to a tweet one customer apparently sent more than seven years ago.
It also replied to McDonald's breakfast-related tweets from more famous accounts, including that of model @chrissyteigen, who tweeted in April "I do not want a sausage mcmuffin, I need one."
An all-day breakfast plan comes decades after a franchisee, Herb Peterson, came up with the Egg McMuffin in 1971. The Egg McMuffin was added to McDonald's national menu in 1975. Now, 40 years later, diners in some areas will be able to order it all day, while others can order sandwiches such as the Bacon, Egg & Cheese Biscuit.
McDonald's said the all-day breakfast menu will vary, with a focus on McMuffins or Biscuit items based on local level decisions. Certain items, such as hash browns and hotcakes, will be available nationwide. But the Egg White Delight, which has its eggs cooked differently from the chain's other breakfast sandwiches, won't be available at all during the extended hours.
Limiting the number of breakfast items could help the Oak Brook, Ill.-based chain cut down on kitchen complexity and customer wait times. Reducing complexity and speeding up processes are areas leaders including CEO Steve Easterbrook and McDonald's USA President Mike Andres have been working to address.