Mcdonald’s ramps up marketing of all-day breakfast

This Thursday, Jan. Poached egg and avocado on toast 28, 2016, photo, shows a McDonald’s McGriddle sandwich in New York. Avocado and egg hair treatment McDonaldís plans to push its operational limits by testing the addition of the McGriddle to its all-day breakfast menu. Avocado and egg sandwich recipes The move comes after the company reported its biggest U.S. Avocado and egg breakfast recipes sales jump in nearly four years, following the launch of all-day breakfast in October. Avocado egg yolk honey hair mask (Photo: Candice Choi, AP)

After posting its strongest quarter in nearly four years following the launch of all-day breakfast, McDonald’s has decided to focus its marketing might in the near term on promoting Egg McMuffins, hotcakes and other breakfast items in hopes of building a winning streak.


The company tells USA TODAY it has bought a 30-second spot just before kickoff of Sunday’s Super Bowl to air a new advertisement called “Good Morning,” promoting the all-day breakfast menu.

The ad, which plays off the popular children’s book Good Night Moon, shows young women laughing over breakfast after a night at the bars, a pregnant woman eating hotcakes in the evening as her partner puzzles over assembling a crib, and a young couple sharing a yogurt parfait on the roof of an iconic Los Angeles hotel before sunrise.

Deborah Wahl, the company’s chief marketing officer, points to demographics that show that all-day breakfast reflects a reality that traditional breakfast hours are increasingly out of sync with a wide swath of American workers. Baked avocado with egg in the middle About 15 million Americans work full time on an evening shift, night shift, rotating shifts or other employer arranged irregular schedules, according to the Bureau of Labor Statistics.

“From customers overall, there’s an increasing trend toward flexibility in terms of their schedule and what they want to eat and when they want to eat breakfast,” Wahl said in an interview. Avocado and egg sandwich healthy “We’re seeing that trend grow especially with a younger audience.”

The company also began testing the sale of McGriddles — a breakfast sandwich that features eggs, cheese and meat served between two sweetened pancakes — beyond traditional breakfast hours in the Tulsa market earlier this week.

McDonald’s had kept the popular item off the all-day breakfast menu when it was launched in October because of concerns that operators would not have enough grill space to cook breakfast and lunch items if the McGriddle was included. Salad with avocado and egg The test underscores that the company is looking to see how far it can push all-day breakfast and each restaurant’s operational capabilities.

CEO Steve Easterbrook counted the launch of all-day breakfast as one of several factors that increased sales by 5.7% at stores open at least a year for the quarter that ended on Dec. Avocado and egg calories 31. Egg in avocado recipe pinterest Mild weather in much of the country, price increases and a renewed focus on efficiency — such as speeding up drive-thru times — was also credited with helping improve sales.

But some analysts say it may be too early to properly judge the long-term impact all-day breakfast will have on turnaround efforts at the nation’s biggest fast food chain, which broke out of a seven quarter losing streak at U.S. Egg and avocado toast stores in October.

McDonald’s says that all-day breakfast has provided boosts to sale late in the afternoon and during dinner. But the most significant lift to sales at restaurants comes between 11 a.m. Egg and avocado for breakfast and 12 p.m., which may suggest that the breakfast push might be gaining traction with late risers but not necessarily changing customer behavior.

Still, McDonald’s executives in Oak Brook, Ill. Avocado deviled eggs recipe paleo express confidence that they have a winner with the launch of a limited breakfast menu throughout store hours. Avocado and egg salad recipe Restaurant operators, however, have offered mixed response to all-day breakfast, according to a survey conducted last month by Mark Kalinowski, an industry analyst for Nomura.

Some operators told Kalinowski that all-day breakfast has raised McDonald’s profile and brought back customers who had become tired of the Golden Arches. Avocado and egg microwave But some franchisees also complained in the survey that the breakfast push has put stress on workers and led to slower service at restaurants.

“Killing service and causing chaos in the kitchens during the non-breakfast times,” one franchisee said. “It has also caused management turnover, and crew turnover out of frustration. Avocado and egg hair mask Employee morale is down because of it.”