There’s Some Sad News About McDonald’s All-Day Breakfast
Update 1/24/17 at 1 p.m. ET: An earlier version of this story incorrectly reported that McDonald’s would no longer be offering its all-day breakfast. That is not the case, and we deeply regret the error.
Well, folks, it looks like one of McDonald’s most-loved decisions may not have been as successful as the company hoped it might be.
McDonald’s move to serve all-day breakfast back in October 2015 paid off with a year-long spike in sales (because who doesn’t want McD’s pancakes or an Egg McMuffin any time of day?), but ultimately the increase hasn’t been enough to turn around the fast food chain’s overall performance.
In fact, BuzzFeed reports that this is the fourth consecutive year that total traffic to its U.S. restaurants fell from the previous year. Yikes!
But, according to Fortune, President and CEO Steve Easterbrook said the executive team has some strategies in mind to improve sales in 2017.
This, apparently, involves more technology, a kind of “restaurant of the future” concept, which according to BuzzFeed, includes kiosks, curbside check-in, and mobile order and pay options. The company is also testing out delivery services this year.
one of the first tragedies of 2017—Mcdonalds is stopping all day breakfast #McL
— Brandon Scholtz (@b_scholtzy21) January 24, 2017
The good news is, this kind of technology is performing well in other parts of the world, so the company is hopeful for how it will do in the U.S., as well.
Easterbrook told BuzzFeed the high-technology restaurant has “a great track record around the world.” According to the publication, global markets saw an increase sales growth of 2.7 percent.
So, the question is, would the ability to order from your phone make you any more likely to eat McDonald’s? Let’s certainly hope so.