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.


0 Responses to “McDonald’s Breakfast: Is the sky falling?”

  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s


%d bloggers like this: