Jan 23, 2017
McDonald's All Day Breakfast eats its lunch and dinner
Like-for like fourth quarter revenue in the US, McDonald's biggest market, fell by 1.3% compared with late 2015 when it launched its all day breakfast. While total global sales grew in the fourth quarter and full year, menu changes have eaten into growth. Analyst Neil Saunders said instead of it pulling new customers into McDonalds, people had been switching to cheaper meals, including the breakfast. "Mr Saunders, chief executive of retail research business, Conlumino, said:"In our view, as much as menu change was right, one of the impacts of the all day breakfast options has been to provide diners with cheaper options. "In this regard, putting to one side the initial uplift in interest when all day breakfast was launched, the initiative seems to have ultimately created quite a lot of menu choice switching rather than driving new customers to stores."
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