McDonald’s feels effects of all-day breakfast

mcdonalds egg mcmuffin

Finally, McDonald’s might have a hit on its hands.

The rollout of all-day breakfast last week has been a sales success, McDonald’s USA President Mike Anders told franchisees in a memo obtained by

"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," Andres is quoted as saying.

Meanwhile, the public’s perception of McDonald’s has soared to a two-year high, according to YouGov BrandIndex, a company that tracks the public’s impressions of major brands. YouGov attributed the rise to the rollout of breakfast.

It noted that 46 percent of adults who frequently buy breakfast said they were likely to give their business to McDonald’s, compared with a propensity of 39 percent in August.

Anders noted in the memo to franchisees that headquarters intends to maintain the turnaround by rolling out a new value menu. CEO Steve Easterbrook has said the chain needs new price-based traffic drivers.

A summertime deal of a double cheeseburger and fries for $2.50 did not deliver the pop the chain had expected.

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