How McDonald’s all-day breakfast is working so far

mcdonalds egg mcmuffin

McDonald’s is winning new customers and raising lunch tabs with its offer of all-day breakfast, according to a study by The NPD Group. 

One-third of customers who ordered a breakfast item outside of the traditional morning day part had not been inside a McDonald’s at all prior to the rollout of all-day service on Oct. 6, the researcher found.

The ability to have an Egg McMuffin or other McDonald’s a.m. specialty proved a particularly strong lure at lunch, NPD found.

Almost two-thirds of the lunch patrons (61 percent) who bought a breakfast item included at least one item from the regular menu in their orders, raising the check above the norm, according to the survey.

“This preliminary review of McDonald’s all-day breakfast offer suggests consumers are receptive to ordering McDonald’s breakfast foods beyond traditional breakfast hours,” Bonnie Riggs, an NPD restaurant industry analyst and author of the study, said in a statement. “It’s early and there are other questions to answer as time goes on, but for now it is working.” 


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