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McDonald's to Serve All-Day Breakfasts Starting Next Month

McDonald's has announced that franchisees voted last week to start offering breakfast items all day and that the vote was affirmed yesterday by a franchisee leadership council. Breakfast items have slim profit margins compared to hamburgers and other fare commonly served later in the day. Yet franchisees voted for the change? It would be informative to know how the vote by franchisees went last week, if the vote included all or nearly all franchisees, and the makeup and structure of the franchisee leadership council, but such details were not included in news stories.

The new breakfast schedule will be offered by the more than 14,300 U.S. locations starting October 6.

The expansion marks the latest initiative under Chief Executive Steve Easterbrook, who took over on March 1 vowing to revamp the burger giant’s stale image and end a sales slump in the U.S. that began nearly three years ago. — Julie Jargon, The Wall Street Journal

Restaurant operators will need to make adjustments to handle the new breakfast schedule, which are not as simple as the public may imagine. They need separate grills for eggs and hamburgers and additional toasters to handle the different toasting temperatures of English muffins and toast.

Altogether, the investment can range from $500 to $5,000 per restaurant, depending on what equipment franchisees already have, a McDonald’s spokeswoman said. Many franchisees have already installed the new equipment. — The Wall Street Journal


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