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McDonald’s hails ‘successful’ all-day breakfast launch

October 14, 2015, 9:36 PM UTC
McDonalds To Offer Its Breakfast Menu All Day Long
FAIRFIELD, CA - JULY 23: A McDonald's Egg McMuffin and hash browns are displayed at a McDonald's restaurant on July 23, 2015 in Fairfield, California. (Photo illustration by Justin Sullivan/Getty Images)
Photograph by Justin Sullivan — Getty Images

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.