|Image via elitedaily.com|
The breakfast wars are heating up in the fast food marketplace. Subway entered the fray a few years back, and seems to be at least holding its own. Even Taco Bell is considering adding breakfast. Many other fast food joints already enjoy loyal breakfast crowds. Now, McDonalds has announced that it may be considering expanding its breakfast hours. Now may be exactly the right time for such a move from the undisputed industry leader. The CEO of 5WPRoffers 3 reasons why the Golden Arches should be open longer for breakfast, and why that makes perfect PR sense.
An expansion like this may seem simple, but for a business as large as McDonalds, the move has a huge number of moving parts.
Still, the result could very well be worth the added complications and possible risk, as Ronn Torossian’s reasoning reveals.
#1 - Traditional meal hours are evolving
American culture once had nearly universal meal times. In recent decades those hours have
begun to shift. Breakfast is being eaten on the go, and dinner is being served much later than
six o’clock when June Cleaver had it on the table for Ward and the Beav. Now may be the perfect time for McDonalds to use its cultural clout to establish a new norm.
#2 - People HATE that five-minute window of frustration
Some McDonalds stop serving breakfast at ten. Others, at ten-thirty. Regardless, there is
always a subset of the local community that does breakfast a bit late and gets there are 9:55
or 10:25. What greets them? A worker switching the sign and scant leftovers to choose from.
Not pretty…and hardly appetizing. If McDonalds does expand its breakfast hours, Torossian
suggests it consider overlapping the meals by fifteen minutes or so. This way they could
eliminate that customer frustration.
#3 - More opportunity to advertise Frappes and other “breakfast” drinks
Specialty coffee drinks are hugely profitable, and McDonalds has been doing very well with its McCafe line. If they choose to expand breakfast, then it stands to reason that they will sell more drinks commonly associated with breakfast. Plus, the move would provide another opportunity for the chain to advertise its McCafe line.
Whether or not McDonalds goes forward with the move, which is currently being test marketed, it will be interesting to see how it succeeds, and more importantly, how its competition responds.