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McDonald’s To Intro All-Day Breakfast?

frankmeyer
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Posted September 21, 2006 - By Frank Meyer

McDonald's is apparently considering serving its breakfast items all day long now. This is good news for people that consider its Egg and/or Sausage McMuffins to be better than anything else on the menu (well, except for the fries).

McDonald's CEO Jim Skinner revealed the plot on Wednesday at an investment conference, though admitted there is no timetable on this yet.

Bigger breakfast sales have been key to McDonald's recent turnaround, as breakfast has been the "strongest performer" for the chain the last three years. Breakfast sales at McDonald's took off with the introduction of McGriddles in 2003 and also jumped after the March introduction of premium coffee.

The move could add as much as $1 billion in additional annual revenue for ol’ Ronald’s chain and could devastate rivals like Denny's and IHOP.

All-day breakfast at McDonald's would mostly be aimed at bumping up business during the slower evening and late-night periods, and snake late-night sales from Wendy's.

"Breakfast is comfort food," says Malcolm Knapp, a restaurant consultant. "And Americans love comfort food."

It’s true. I’m eating a couch right now.

USAToday.com: 6 p.m. breakfast? Maybe at McDonald's

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