McDonald’s seems quite pleased with the initial roll-out of its All Day Breakfast menu, which gave the humble McMuffin a permanent spot on the fast-food giant’s menu.
In a letter to franchisees, obtained by Bloomberg, McDonald’s (MCD) U.S. President Mike Andres said:
The successful launch of All Day Breakfast proves that when we listen to and respond to our customers and align around a great execution plan, we will grow our business and take share.
However, the letter didn’t share any specifics about the roll-out. The true measure of the initiative’s success will be long-term sales (all-day breakfast launched earlier this month, and it’s still a novelty for customers.)
The letter hints that McDonald’s next step will be “regaining dominance” in the value end of the fast-food market through national coordination and advertising. Since McDonald’s launched its Dollar Menu in 2002, competitors such has Burger King (QSR) and Wendy’s (WEN) have introduced their own value-priced offerings.
McDonald’s will report its quarterly earnings next Thursday.