The COVID-19 coronavirus pandemic is forcing McDonald’s to scale back one of its most successful actions in the past five years.
The fast-food chain says it is temporarily halting its all-day breakfast menu to “simplify operations” as it deals with the outbreak. The company says it will guide franchisees to focus only on their most popular choices “and will begin temporarily removing some items from the menu over the next few weeks.”
McDonald’s president Joe Erlinger tweeted that the pullback is only temporary, though.
All day breakfast’s response to this news: “I’ll be back.”
— Joe Erlinger (@ErlingerJoe) March 26, 2020
McDonald’s launched its all-day breakfast menu in 2015, amid increased demand from customers. It expanded the offerings a year later, and by 2017 it saw its stock hitting an all-time high. Competitors were forced to focus more on their own fast-food breakfast items and examine the hours they served them.
The coronavirus outbreak has devastated restaurants across the country as people isolate themselves in their homes. McDonald’s, 10 days ago, closed the dining areas and playgrounds of all its corporate-owned restaurants. It encouraged franchisees to follow suit, which most have. Drive-thrus and walk-in takeout orders are still available.
More coronavirus coverage from Fortune:
—Will ‘The Great Cessation’ be worse than the Great Recession?
—The U.S. needs more ventilators. Why can’t it make them in time?
—Which stores are open—and closed—during the coronavirus pandemic in the U.S.?
—College students struggle to find housing as the coronavirus pushes them off campus
—How to upgrade the background of your video chats
—IBM and The Weather Channel debut coronavirus map
—Listen to Leadership Next, a Fortune podcast examining the evolving role of CEO
—WATCH: World leaders and health experts on how to stop the spread of COVID-19
Subscribe to Outbreak, a daily newsletter roundup of stories on the coronavirus pandemic and its impact on global business. It’s free to get it in your inbox.