For those who are always just missing out on McDonald’s’ breakfast cutoff time of 10:30 a.m. EST, today brings the joyous news that the fast food juggernaut is set to feature an all-day breakfast menu at its more than 14,300 U.S. restaurants.
According to The Wall St. Journal, “The move to all-day breakfast, which McDonald’s has been testing since March, was approved in a vote by franchisees last week and affirmed on Tuesday by a franchisee leadership council, the company said. It marks the latest new initiative under Chief Executive Steve Easterbrook, who took over on March 1 vowing to revamp the burger giant’s stale image and end a sales slump in its home market that began nearly three years ago.”
In an interview, McDonald’s USA President Mike Andres said it is the biggest strategic move the company has made since it rolled out its McCafe line of coffee and espresso drinks across the U.S. in 2009.
As to the reason why it has taken so long for an all-day breakfast, McDonald’s restaurants are built to produce lunch and dinner items using the same equipment that makes breakfast but not at the same time – so operators needed to add or change equipment and processes.
The all-day breakfast menu goes into affect on October 6.
This marks the second time in as many weeks that McDonald’s has made national news – as last week they declined Burger King’s invitation to create the McWhopper hybrid in honor of the International Day of Peace on September 21.