Franchisor Stories
USA Today: McDonald’s All-Day Breakfast—Is The Thrill Wearing Off?
The novelty of all-day breakfast is showing signs of slowing down.
McDonald’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’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’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.
"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," Easterbrook said.
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
