RICHMOND, Va. — Great news for people who’d rather have McDonald’s Hotcakes or a Bacon, Egg and Cheese Biscuit for lunch (or dinner) rather than breakfast. All 71 Greater Richmond McDonald’s locations started serving all-day breakfast on Tuesday, October 6.
“All Day Breakfast is the number one request McDonald’s receives from customers,” a spokeswoman for the Greater Richmond McDoand’s locations said. “Participating McDonald’s in the Greater Richmond area will be serving a limited menu focused on Biscuit breakfast sandwiches based on local customer preference.”
After 10:30 a.m., the following breakfast menu items can be ordered:
- Bacon, Egg & Cheese Biscuit
- Sausage Biscuit with Egg
- Sausage Biscuit
- Hotcakes with Sausage
- Fruit ‘N Yogurt Parfait
- Fruit & Maple Oatmeal
- Hash Browns
McDonald’s roll out is complicated by the fact that franchisees have been urging the company to cull the number of items they serve. The bloated menu, operators said, makes it hard to run the restaurants and leads to longer wait times.
Still, McDonald’s insists that franchisees supported the decision to serve pancakes and egg sandwiches all day long.
U.S. stores account for about 40 percent of global profits at McDonald’s. And profits are suffering — down 9 percent last year.
McDonald’s hopes it can stem the losses by getting new customers into its restaurants, while ensuring that loyal lunch and dinner customers don’t opt for breakfast instead because those items generally cost less.
All-day breakfast is just one piece of CEO Steve Easterbrook plan for McDonald’s. Since he took over in March, the company has taken steps to improve food quality. It now requires chicken suppliers to reduce the use of antibiotics and started using real butter instead of liquid margarine.
McDonald’s has also been advertising the “Premium Buttermilk Crispy Chicken Deluxe Sandwich,” made with 100 percent chicken breast meat and real buttermilk and no artificial flavors.
But the biggest boost for sales will likely be all-day breakfast. RBC analyst David Palmer believes it will boost sales by 4 percent.
“McDonald’s U.S. business wants and needs a win,” said Palmer. “All-day breakfast is a start but the company needs to build on it.”
CNN Wire contributed to this report.