McDonald’s is planning an advertising push to help sell breakfast fare all day, according to an internal e-mail that Daniel Delligatti, the chain’s national advertising fund chairman, sent to franchisees earlier this month.
“Based on preliminary test results, all day breakfast is a significant business opportunity and a marketer’s dream that leverages our strengths and will generate positive media news and social media energy for brand McDonald’s,” he said.
The Egg McMuffin may just be a saving grace for fast food giant McDonald’s (MCD), which is struggling from lagging sales.
How? Because if the popular breakfast item is sold all day, it could boost the chain’s sales by as much as 2.5%, according to a McDonald’s exec.
Mike Andres, the McDonald’s U.S. president, presented the idea to franchise owners this month, Bloomberg reported. An optimistic analysis of Egg McMuffin sales found that offering the breakfast staple all day could lift guest counts as much as 2.3% and help each restaurant generate $31,000 more in profit, Bloomberg said.
The report added that the move comes as CEO Steve Easterbrook is working to streamline the McDonald’s menu and offer innovative options to fast food-eaters who have turned to other food options in the last few years. Recent reports said McDonald’s could start offering all-day breakfast nationwide as early as October.
According to Bloomberg: