OAK BROOK, Ill. — McDonald's Corp. will launch its largest operational change in years when it begins offering breakfast items all day at more than 14,300 U.S. restaurants on Oct. 6, reported the Wall Street Journal. Traditionally, the chain has ended breakfast service at 10:30 a.m.
Franchisees voted to approve the breakfast expansion last week and a franchisee leadership council affirmed the decision Sept. 1. Testing of all-day breakfast began last spring, as CSNews Online previously reported.
McDonald's USA President Mike Andres called all-day breakfast the biggest strategic move the fast-food giant has made since it launched the McCafé specialty beverage line in 2009.
"This is the consumers' idea. This is what they want us to do," Andres stated. "That's why I think this could be the catalyst for our turnaround."
All-day breakfast was previously the No. 1 request from McDonald's customers, but the challenges of preparing breakfast products alongside the full menu in limited kitchen space made it difficult to carry out, according to company officials.