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McDonald&rsquo;s recently posted a net income of $1.9 billion in the fourth quarter, which is down one percent from a year earlier.

Over the past couple years, McDonald&rsquo;s took fast-food rivals by surprise by expanding availability of its breakfast items to all day, which paid off with an initial earnings boost that extended into several quarters.

But now, it&rsquo;s clear that the one-time surge in revenue is just that: a one-time thing. Now, CEO Steve Easterbrook is on the hunt for a new avenue for growth.

&quot;These changes were supposed to drive a steady and sustainable uplift in spending rather than a one-off spike in sales, but it is increasingly clear that this strategy is not delivering through,&quot; Easterbrook said.

<a href="http://www.usatoday.com/story/money/2017/01/23/mcdonalds-fourth-quarter-earnings-all-day-breakfast/96939982/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=usa-today-mcdonalds-all-day-breakfast-is-the-thrill-wearing-off-9675" target="_blank" rel="nofollow" target="_blank">Click here to read the original article.</a>&nbsp;

USA Today: McDonald’s All-Day Breakfast—Is The Thrill Wearing Off? 

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The novelty of all-day breakfast is showing signs of slowing down. 


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USA Today: McDonald’s All-Day Breakfast—Is The Thrill Wearing Off?

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