SAN FRANCISCO -- McDonald's said Wednesday that it is testing a new kitchen system to greatly enhance the food choices customers have no matter what time of day they visit one of its restaurants, according to a Chicago Tribune report. That means customers may be able to order hot cakes and sausage for lunch, an egg McMuffin in midafternoon or a breakfast burrito in the evening.
Jim Skinner, McDonald's chief executive, told investment bankers at a San Francisco conference that the company is developing a next-generation operating system flexible [image-nocss] enough to meet different needs at different times of the day.
"There are a number of people that I know, friends of mine and others, who say, `Why can't I get breakfast any time during the day?' " Skinner said. "Well, it's not compatible with our current operating system. It's too complicated to deliver the high-quality product that we deliver at breakfast [all day]. But with this system that could be possible."
McDonald's is developing the new cooking system at its innovation facility in Romeoville, Ill. It has not yet been deployed in a restaurant, Walt Riker, a McDonald's spokesman, told the Tribune. There is no timetable for when and even if such a flexible system will be introduced.
"Skinner is painting a picture of what is possible," Riker said.
Ron Paul, president of Technomic Inc., a Chicago-based restaurant consultant, told the Tribune serving breakfast all day is a way to increase same-store sales.
"They need to produce as much product out of [the restaurant] as they can, not build more stores," Paul said. "There's demand for breakfast food all day, not just before 10:30 or 11 in the morning."
"I think it could be a very good idea," he added. "If they add 3% to 5% to the bottom line, that would be considered a success."Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.