McDonald’s Corp. is trying to make its breakfast menu more attractive to entice budget-conscious diners who are skipping out on Egg McMuffins and hash browns.
The chain, like competitors, is seeing that breakfast is “absolutely the weakest daypart,” Chief Executive Officer Chris Kempczinski said Wednesday on a call with analysts following the chain’s earnings release.
It’s the “most economically sensitive” meal time, because it’s easy for a “stressed consumer to either skip breakfast or choose to eat breakfast at home,” he said.
The chain earlier this year started advertising breakfast nationally in the US for the first time in a while, Kempczinski said. McDonald’s is exploring “what more we might be able to do with breakfast value,” he added, without offering more details.
Written by: Daniela Sirtori @Bloomberg
The post “McDonald’s Says Economic Stress Is Sapping Breakfast-Meal Sales” first appeared on Bloomberg