Steve Easterbrook, chief executive at McDonald’s, announced that his company will be serving breakfast products not only in the morning but during the whole day.
This marketing experiment will begin in April, and only in some McDonald’s restaurants from San Diego, for now.
The fast-food franchise is not sure whether or not this project will be expanded nationwide.
Terri Hickey, McDonald’s spokeswoman, said that they are looking forward to see what results this experiment will have, but at the moment it’s too early for speculations on how it will turn out.
One the McDonald’s “breakfast all day” project starts, customers will be able to order Egg McMuffins, hash browns and other breakfast products from the menu even after the breakfast hours have passed.
According to recent reports, McDonald’s breakfast products are among the restaurant’s most popular items and account for approximately 25% of the company’s total sales.
Analysts believe that making these breakfast products available all day could prove to be a smart business decision, since products like french fries are the most craved for on McDonald’s menu.
Mark Kalinowski, an analyst for Janney Montgomery Scott LLC in New York, explained that having the breakfast products available for sale all through the day is a reminder for customers, as well as the media and Wall Street, that McDonald’s is always ready to sell “craveable” food.
McDonald’s has had some calls in the past to serve breakfast items all day, but they said that the kitchens are not large enough to cook the entire menu at the same time.
McDonald’s aims to reignite its sales with the breakfast project, sales that have gone down significantly in the last couple of years.
The global sales for January dropped almost 2% and in February, McDonald’s sales in the newly opened US restaurants dropped by 4%, as compared to last year’s sales.
The fast food company announced this month that it will stop using antibiotics in its chicken products because of the impact it could have on human health.
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