McDonald’s seems quite pleased with the initial roll-out of its All Day Breakfast menu, which gave the humble McMuffin a permanent spot on the fast-food giant’s menu.
In a letter to franchisees, obtained by Bloomberg, McDonald’s (MCD) U.S. President Mike Andres said:
The successful launch of All Day Breakfast proves that when we listen to and respond to our customers and align around a great execution plan, we will grow our business and take share.
The successful launch of All Day Breakfast proves that when we listen to and respond to our customers and align around a great execution plan, we will grow our business and take share.
However, the letter didn’t share any specifics about the roll-out. The true measure of the initiative’s success will be long-term sales (all-day breakfast launched earlier this month, and it’s still a novelty for customers.)
The letter hints that McDonald’s next step will be “regaining dominance” in the value end of the fast-food market through national coordination and advertising. Since McDonald’s launched its Dollar Menu in 2002, competitors such has Burger King (QSR) and Wendy’s (WEN) have introduced their own value-priced offerings.
McDonald’s will report its quarterly earnings next Thursday.