McDonald's all-day breakfast has been such a hit that the menu is going to expand, giving customers even more choices to enjoy throughout the day.
In October 2015, McDonald’s started offering some of their breakfast items throughout the entire day. However, the exact items that were offered depended on the local market.
Depending on customer preference, restaurants offered a menu that was based either on McMuffin or Biscuit products. Most locations offered Hotcakes platters and various entrees and side dishes along with either Biscuit sandwiches, such as Bacon, Egg & Cheese Biscuit, Sausage Biscuit with Egg, and Sausage Biscuit sandwiches. Other locations offered McMuffin items, including Egg McMuffins, Sausage McMuffins with Egg, and Sausage McMuffins.
Earlier this year, the fast food chain started offering McGriddle sandwiches at restaurants in selected locations. However, ever since the all-day breakfast initiative was introduced nationwide, customers have complained that not all items were available all day, as reported by the Chicago Tribune. As the menu expansion added various complications, the chain limited the breakfast items that were offered as part of the all-day menu.
The initiative has played an essential role in increasing revenue after years of lackluster sales. In fact, competitor Jack In The Box implied that McDonald’s all-day breakfast contributed to a smaller-than-expected quarterly profit for the chain, according to Fortune.
"We believe a competitor’s messaging around its launch of all-day breakfast had some impact on our results, particularly in the 10:30 a.m. to noon period," stated Jack in the Box in a press release. "Jack in the Box sales in the last part of the quarter were lower than we anticipated as several competitors began promoting aggressive value offers."
McDonald's management has also seen the success of its breakfast offerings.
"All-day breakfast has been, clearly, a very strong catalyst for momentum," said Kevin Ozan, McDonald’s CFO, according to CNBC.
The new breakfast menu will include Egg McMuffins, Sausage McMuffin with Eggs, Sausage McMuffin, Bacon, Egg & Cheese Biscuit sandwiches, Sausage Biscuit with Egg sandwiches, Sausage Biscuit sandwiches, Bacon, Egg & Cheese McGriddles, Sausage, Egg & Cheese McGriddles, Sausage McGriddles, Hotcakes, Hotcakes and Sausage, Sausage Burrito, Fruit & Maple Oatmeal, Fruit 'N Yogurt Parfait and Hashbrowns.