McDonald’s, yielding to extensive, years-long pressure from EggMcMuffin lovers, gave in recently, and declared that, in selected locations, breakfast foods would be available all day.
This clear give-in to protests by hoards of shift workers who were (substitute a euphemism for ‘weak coffee’) off about the fact that, when it is their morning, and breakfast time, they were not offered, in their favorite sometimes-moderately-fast-food establishment, either pancakes or a concoction based on an egg encased with cheese in a so-called English muffin – an item totally unavailable in England.
And, they added, even the coffee offered to just-off-second-shift workers has been, um, shall we say, lacking an appropriate bouquet.
So workers and hoards of students, doing whatever it is they do overnight, as they populate tens of thousands of McDonald’s outlets after 10:30 a.m. – the company’s traditional cut-off for breakfast foods — had so successfully united that a monster corporation had . . . well, either asked or required . . . franchises to shift to the new all-day-shift for breakfast.
Many breakfast-food-loving customers are delighted. Some others are not.
Franchisers seriously are not ‘lovin it’.
Foodservice.com, an industry blog, reports that franchisees say “the company’s all-day break the company’s all-day breakfast launch has been a nightmare. The new menu is slowing down service, reducing average ticket costs, and causing chaos in the kitchens.” several franchisees told Nomura analyst Mark Kalinowski in a new survey.
“In small stores, the problems are vast with people falling over each other and equipment jammed in everywhere,” one franchisee wrote in response to the survey. Another wrote, “All-day breakfast is a non-starter. We are trading customers down from regular menu to lower-priced breakfast items. Not generating new traffic.”
A third called the new program “erratic, distorted, disorganized direction from McDonald’s.”
Even more concerning, to the parent company, must have been a remark by one franchisee that “Customers are abandoning us in droves because we are either too slow, or sub-par quality,” a Business Insider article (as reported by Yahoo) said.
Then there’s the view from the Twittersphere.
HEY @McDonalds WTF IS THE POINT OF ALL DAY BREAKFAST WITH NO MCGRIDDLES OR HASHBROWNS? NO ONE LIKES A TEASE.
Examples 2, 3 & 4:
• Update there’s no mc griddle so I don’t care anymore
• mcdonald’s all day breakfast menu doesn’t have hash browns or mcgriddles. aint no point tbh @mcdonalds.
• McDonalds caused all this hype bout all day breakfast only to not have the McGriddle on all day? SMH
Between franchisers’ complaints and customers’, with many in each camp decidedly not ‘lovin’ it’, it would be a good bet that IHOP might just grow its menu and open some drive-thru lanes in the wake of not-the-smartest-of-moves by the biggest of fast-food franchisors.