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.”