OAK BROOK, Ill. -- Even as it is expanding its breakfast menu with the introduction of the McSkillet Burrito, McDonald's Corp. said it has no plans to offer breakfast all day long, even though it is the most profitable meal of the fast-food chain's U.S. division. "Breakfast all day is certainly something we'll always take under consideration, but I can fairly tell you it's not something that is going to happen for a long time," McDonald's USA COO Jan Fields said in a webcast, according to a United Press International report.
Breakfast accounts for 24% [image-nocss] of McDonald's U.S. sales and 28% of transactions, she said. While it is McDonald's USA's most profitable meal, Fields would not say what percentage of company earnings come from it.
The $2.49 McSkillet Burrito is a tortilla folded over a filling of scrambled eggs, a sausage patty, potatoes, roasted peppers, onions, cheese and red salsa, the company said. It is the first national breakfast product launch since the McGriddles sandwich in 2003.
Rival Wendy's International Inc. is also rolling out a breakfast menu. Burger King Corp. introduced a low-priced breakfast menu last year. Starbucks Corp. offers breakfast sandwiches. Jack in the Box Inc. restaurants serve the entire menu, including breakfast, all day.
The launch of the new McSkillet Burrito was announced along with data showing a 42% increase in breakfast sales since 2002, the Oak Brook, Ill.-based fast feeder said in a statement.
Click here to view the webcast.
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