McDonald’s Refocuses on Breakfast

The fast-food chain will add new McCafé bakery items and considers bringing back all-day breakfast. 

October 09, 2020

CHICAGO—McDonald’s has once again turned its attention to the popular breakfast daypart for restaurants and foodservice providers, with the addition of new McCafé bakery items, Ad Week reports. The trio of new options available later this month includes an apple fritter, a blueberry muffin and a cinnamon roll.

“McDonald’s has been famous for our savory breakfast menu for almost 50 years,” said Linda VanGosen, vice president of brand and menu strategy in the United States. The new items will be available all day long.

Meanwhile, the fast-food chain is mulling over bringing back all-day breakfast to its menus, the Chicago Tribune reports. Sales at U.S. restaurants open for at least 13 months jumped 4.6% during the three months ending in September—a major turnaround from the 8.7% drop during the previous quarter. McDonald’s attributed the growth to large group orders and bigger dinner sales, as well as a promo with rapper Travis Scott.

Drive-thru now accounts for 90% of sales, up sharply from two-thirds pre-pandemic. The chain will be “very thoughtful and judicious” in thinking about adding all-day breakfast once again, according to Joe Erlinger, president of McDonald’s USA.

All-day breakfast debuted in 2015, but the company yanked it off the menu in March. “Compelling facts indicate it doesn’t actually need to be 24 hours and it can cut off at some point in the afternoon,” Erlinger said. “And that would make more sense from a consumer and franchisee perspective.”

For insight on how c-store retailers can boost the breakfast daypart, see “Rise & Shine” in the January issue of NACS Magazine.