McDonald’s Breakfast: Is the sky falling?

To the question I pose above, it depends on whom you ask. Franchisees are complaining about McDonald’s decision to serve a limited breakfast menu 24/7, while the company says it’s working. My comment at RetailWire suggests that everybody take a deep breath:

Part of what we’re seeing is the longstanding pattern of public sniping between McDonald’s franchisees and “headquarters.” The same operators who probably complained for years about menu complexity and declining traffic are now complaining about all-day breakfast — one week into the launch. McDonald’s has been dogged by slow service and menu complexity for years, but there are probably tech-oriented solutions to the issues.

Give CEO Steve Easterbrook some credit for trying to light a fire under this stagnant organization, and give McDonald’s a chance to report the results (comp sales, traffic, average transaction, etc.) before writing off a customer-centric initiative. “We’ve never done it this way” is usually not a winning philosophy.

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