Daylong access to Egg McMuffins and hash browns has helped McDonald’s gain new customers and boost check averages. Here are some ideas from Technomic director Laura McGuire on how to stay focused on the morning menu as the burger giant takes a bite out of breakfast.
1. Stretch your own morning day-part
You don’t need to rush to offer breakfast all day. “A better approach is to expand breakfast hours into lunch and see how consumers respond,” McGuire says. Extending breakfast could be beneficial long term, because 54% of consumers said they enjoy eating breakfast food at nontraditional times, up from 48% in 2013.
2. Consider combos and value menus
“Technomic data shows that 57% of consumers ages 18 to 24 say that breakfast combo meals are important offers at foodservice locations,” McGuire says. Create—and properly market—a combo meal featuring a coffee drink or breakfast sandwich.
3. Call out clean ingredients
Take a cue from CPG manufacturers and emphasize natural, organic and GMO-free items. “These hot buzzwords connote quality and freshness with today’s consumers and are being sought out during all foodservice occasions,” McGuire says.
4. Look at ethical sourcing
Sourcing ethical ingredients—particularly cage-free eggs—is another top goal of the leading fast feeders. Dunkin’ Donuts recently announced its plan to use only cage-free eggs by 2025, and McDonald’s has announced a similar strategy. The good news: The commitments from such heavy hitters will help develop a larger, more economical supply chain for cage-free eggs.
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