CHICAGO -- An initial read on McDonald’s two-month-old all-day breakfast offering finds that, initially, the program is successful in attracting new or lapsed buyers and increasing lunch visits, according to a study by The NPD Group.
The NPD study, which is based on its receipt harvesting service, Checkout Tracking, also found that there was a sizeable lift in breakfast food orders throughout the day.
Looking at the purchase behavior of McDonald’s breakfast buyers who bought breakfast foods beyond traditional breakfast hours, NPD found that a third of these buyers had not purchased from McDonald’s at all prior to the all-day breakfast launch on Oct. 6. The study also found that McDonald’s customers did order breakfast foods beyond traditional breakfast hours, and were most interested in ordering breakfast foods at lunch--the chain’s busiest time of day.
Among consumers purchasing breakfast foods at McDonald’s during lunch hours, 61% of their receipts also included non-breakfast items, which contributed to a bump in average check size.
Orders of breakfast foods throughout the day increased from 39% pre-launch to 47% post-launch, according to the NPD Checkout Tracking study, which analyzed a database containing receipts from more than 27,000 McDonald’s static buyers who visited before and after the McDonald’s all-day breakfast launch.
“This preliminary review of McDonald’s all-day breakfast offer suggests consumers are receptive to ordering McDonald’s breakfast foods beyond traditional breakfast hours,” said Bonnie Riggs, NPD restaurant industry analyst and author of the study. “It’s early, and there are other questions to answer as time goes on, but for now it is working.”
Chicago-based NPD Group provides global information and advisory in the automotive, beauty, consumer electronics, entertainment, fashion, food and foodservice, home, luxury, mobile, office supplies, sports, technology, toy and video game sectors.
Checkout Tracking provides detailed information on consumer buying behavior based on receipts from the same consumers over time. It delivers category, brand and item-level purchase details linked to buyers and their demographics, for analyzing competitive market baskets and identifying purchase patterns. It collects information from more than 50,000 consumers from NPD’s receipt-harvesting mobile phone app and the scanning of more than two million active in-boxes for e-receipts through Slice Intelligence.
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