McDonald's announced all-day breakfast three years ago, capitalizing on their beloved roster of menu items that help fuel many individuals' mornings. However, the company has seen sales slump throughout the U.S. whilst their market share similarly dwindles. As a result, McDonald's is blaming lost breakfast customers as the main impetus for this downturn.
"We took our eye off the ball on breakfast," admits chief financial officer Kevin Ozan. "With everything else going on, we just lost a little focus on that breakfast day part."
25% of McDonald's revenue stems from their breakfast menu, with the early hours of the day being the most profitable. Linda VanGosen, vice president for menu innovation in the U.S. notes how "it had been a while, I think, before we had really focused in on talking to customers about that morning day part."
As a result, the fast food chain is planning on revamping their breakfast offerings in order to simultaneously stimulate customer excitement and profit margins. Such items include: muffin tops, an experiment with breakfast catering, and the "Weekend Warrior" package that comes equipped with three Egg McMuffins, three hotcake-and-sausage platters and six hash browns.
"There’s a new renewed, intense focus on breakfast," Ozan reveals.
