by Rich Birch: In October 2015, McDonald’s made a significant change to its menu that made a huge difference to its bottom line and market reach. That month they added all-day breakfast to their offerings, and in many ways it ended up changing the course of history for this corporation.
For years, insiders had been saying that all-day breakfast, while a great addition to the menu, simply couldn’t be done. In fact, the turnover between the breakfast and the lunch menu kept stumping the logistics folks. It was almost a joke that you could get breakfast up until 10:29 a.m., but at 10:30 a.m. the entire kitchen had to turn over to lunch orders only.
People who follow this industry had been saying that offering an all-day breakfast menu was a potential way for McDonald’s to increase its reach and attract customers who normally wouldn’t return later in the day. I know for our little family this change meant a switch in our consumption habits. You see, my wife is the decision-maker when it comes to which restaurants we frequent. Now that she could order oatmeal or an egg McMuffin for dinner, it meant that McDonald’s was now on the list of restaurants that we could go to if we needed to make a quick stop for a meal!