McDonald’s relatively new All Day Breakfast policy has shot the fast food giant into a commanding sales lead in the highly competitive Breakfast segment. But other changes have also bolstered the McDonald’s breakfast segment – notably menu additions that pay homage to healthier eating…
McDonald’s ‘alternative’ Breakfast Menu items: Fruit ‘N Yogurt Parfait (left)
and Fruit and Maple Oatmeal bowl (right)…
McD’s newer menu items include a Fruit ‘N Yoghurt ‘Parfait’ cup and a Fruit and Maple Oatmeal bowl. The old, standby McMuffins and Biscuit sandwiches are all there, as well, along with the Breakfast Wrap and ubiquitous Hashbrowns. But the All-Day menu is somewhat leaner – just nine selections compared to 20 on the McDonald’s U.S. ‘master’ breakfast menu. However, it appears that many diners are opting for a ‘traditional’ McBreakfast at lunchtime rather than a burger-based meal somewhere else. And that’s where sales are shifting notably from the opposition to McD’s.
For the opposition, this means scurrying to make up lost ground. Other players have already started to respond to MCDonald’s All-Day breakfast campaign with new Breakfast menu items, specials and give-aways of their own, but to little avail. How this story will play out remains unknown. But McDonald’s has definitely overcome its momentary setback in sales over the early years of the ‘teens and, with new menu items pending for the Lunch and Dinner segments, and a strikingly different new service model rolling out at McD’s outlets this year, the company is determined to not only retake but hold the Fast Food sector lead.
Canadians, take note…
You haven’t missed anything. All-Day Breakfast is being offered only in the U.S. at the moment. McDonald’s Canada says it officially has no plans to roll out extended breakfast service at this time. But, with the resounding success of All-Day Breakfast in the States, it probably won’t take long for Canada to ‘upgrade’! Patience, patience…
~ Maggie J.