McDonald's will offer all-day breakfast starting Oct. 6 in its more than 14,000 fast-food restaurants.
"This is the consumers’ idea. This is what they want us to do," said McDonald’s USA President Mike Andres, The Wall Street Journal reported
. "That’s why I think this could be the catalyst for our turnaround."
Andres said that all-day breakfast is the biggest move it's made since introducing its McCafe coffee and espresso drinks in 2009.
"To simplify all-day breakfast, the company is offering a limited number of core items, including sausage burritos, hot cakes and, depending on the region, Egg McMuffins or biscuit sandwiches," the Journal reported.
The all-day breakfast concept was tested starting in San Diego roughly six months ago, and expanded to Nashville and Mississippi in June.
Logistically, franchisees will need separate grills to ensure that burgers don't come into contact with raw eggs, and also need additional toasters, as hamburger buns and muffins warm at different temperatures. This could mean an investment of anywhere from $500 to $5,000 depending on which equipment each restaurant already has.
The move to expand breakfast may increase sales by giving consumers more options, however it could also turn out to be disastrous.
"It's a basic principle of economics: scarcity creates demand," wrote one skeptic at The Verge
"People want things more when they're in limited supply. Think about how bonkers people get about the Pumpkin Spice Latte. The drink isn't that great, y'all. But the fact that you can't even decide if you want one between January and August drives people nuts. It's that same mindset that drives the cult following behind the McDonald's breakfast. It's special because you can't just get it whenever you want."
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