McDonald's May Add Platters to All-Day Breakfast Menu

Testing full a.m. fare in selected locations

Peter Romeo, Director of Digital Content, Foodservice Group

McDonald's breakfast

OAK BROOK, Ill. -- McDonald’s may expand the roster of breakfast items it sells throughout the day to include the platter-type options that are currently discontinued with the changeover to lunch, an executive with the quick-service restaurant (QSR) chain told investors.

The chain is currently testing its full morning menu as an all-day option in selected stores, CFO Kevin Ozan told investors at the Bank of America Merrill Lynch 2016 Consumer & Retail Tech Conferencein New York.

He did not speculate as to what those items might be.

Before the larger bill of fare can be rolled out system-wide, operations will need to be simplified through the elimination of other items, he said.

In the meantime, Ozan said, most markets will continue to sell either biscuit or muffin-based breakfast items.

All-day breakfast has been more of an accelerator of McDonald’s turnaround than some sort of magic elixir, Ozan stressed. He noted that the current lineup of products has brought back customers who stopped going to McDonald’s. Others are ordering the sandwiches as additions to their usual lunch or dinner choices.

The real benefit, he said, was the opportunity to close a hole in McDonald’s pricing.

“What breakfast did for us is it filled a mid-tier price tier that we had a little gap in,” said Ozan. “If you think about our menu over the last couple of years, we had things at $1 or close to $1 in our core, and premium products. All-day breakfast helped fill that price tier a little bit.”

By Peter Romeo, Director of Digital Content, Foodservice Group
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