After running multiple tests and making an official announcement on Twitter a month ago, McDonald's is finally serving breakfast all day, even after their previous 10:30 am cutoff.
The move comes in response to the fast-food giant's recent business struggles, as sales have been on a decline for the past seven quarters straight.
McDonald's president Michael Andres said that serving breakfast "is the consumer's idea," adding, "that's why I think this could be the catalyst for our turnaround."
The breakfast menu creates nearly 20% of McDonald's revenue and makes up approximately 30% of the breakfast market share. This better explains why the company has made such a move with both franchisees' and customers' support.
At USC, while some students express disinterest in the menu change, many said that it would benefit the students, especially during the midterm seasons.
However, not all McDonald's customers are satisfied with the new menu changes revealed today. At the bottom of McDonald's website, the company states, "Menu items vary by location. Deliciousness doesn't."
In fact, across the nation, only half of the chain's 24 breakfast menu options will be offered all day.
Popular items such as the McGriddle sandwiches, cinnamon melts, bagel sandwiches, and "Big Breakfast" platters will not be offered as part of the new menu changes.
Furthermore, there will be a major difference in the breakfast menu between the North and the South. In the South, where Biscuits are more popular, the McMuffin will not be offered at all, and in the North, the reverse is also true.
McDonald's is not the first in the industry to release an all day breakfast menu. White Castle, a smaller burger competitor, incorporated its"Anything, Anytime" menu early last month.
Conversely, Burger King began its "Burgers at Breakfast" campaign last year, which rivals competitors by serving lunch and dinner options at all times of the day.
McDonald's is hoping that their All Day Breakfast menu will reverse their recent down-trend in sales.
Annenberg Media