McDonald’s Corporation(NYSE:MCD) could begin offering all-day breakfast in the United States as early as October, according to the Wall Street Journal. Consumers have been asking the company for years to serve its McMuffins and pancakes outside the late-morning cutoff, but MCD resisted due to operational challenges to make breakfast products along with chicken nuggets and hamburgers.
Back in March, the company started adding space for food-preparation in restaurants located in San Diego, and afterwards in Nashville, in order to offer all-day breakfast. The trials have been promising, according to the Wall Street citing an internal memo of the company that stated franchisees need to be prepared for the possible launch of all-day breakfast as early as October.
MCD said in a statement that providing all-day breakfast is the top request from its customers and the company is testing it out in some markets to study more about this prospect.
The company has been making efforts to cope with the complexity of its kitchen operations, as it has added a number of items over the past years ranging from fruit smoothies to oatmeal. The result was slower service and increasing complaints from customers about incorrect orders.
If MCD can solve these issues and starts offering all-day breakfast, it would help the company in boosting its sales numbers. CEO Steve Easterbrook has been pushing for changes to restore sales at the fast-food company. Easterbrook has disclosed plans to take out antibiotics from chicken and simplify the drive-through menu.
Many franchisees of the company have ended up in debt despite years of remodeling. According to a recent survey, relations between the company and franchisees are at the lowermost level in more than 10 years. A number of franchisee committees have to authorize all-day breakfast ahead of its launch.
