Finally, Some Good News for McDonald’s

Breakfast at the Golden Arches hits high marks with consumers.

August 19, 2015

NEW YORK – For Breakfastarians, a term coined for consumers who eat breakfast fare at all hours of the day and night, McDonald’s has something to celebrate, according to a new BrandIndex survey.

Of all major dining chains that serve breakfast, the research firm found that McDonald’s ranks highest among consumers who typically eat breakfast out twice a day as the preferred destination. Data reveals that 41% of consumers consider McDonald’s for their next meal, followed by Subway (34%), IHOP (32%), Burger King (27%) and Starbucks (26%).

CNBC writes that McDonald’s has long has dominated the breakfast category, accounting for roughly 25% of McDonald's sales and about 40% of profit in the United States. Although the BrandIndex survey has McD’s seated at the top, the competition is gaining ground. Chick-fil-A, IHOP and Taco Bell made the greatest purchase consideration gains among consumers in the past six months.

Meanwhile, McDonald’s is testing a fresh ingredient to its breakfast menu overseas in Japan. The Standard UK reports that Burger Business tweeted a photograph of an avocado-rich English muffin with the caption: “McDonald’s Japan’s new wake-up call: English muffin w/ avocado, ham lettuce and ‘spicy Cobb Salad sauce.’”

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