McDonald's will be offering items on it's breakfast menu 24/7 starting Oct. 6. Items like Egg McMuffins, pancakes, sausage burritos, fruit n' yogurt parfaits and hash browns will soon be available anytime during the day, though the exact menu will vary from location to location, according to Fox News.
This move has been in the works since March, and was approved in a vote by franchisees last week and affirmed on Tuesday by a franchise leadership council, the fast food chain revealed.
The 24/7 breakfast menu is the latest initiative under Chief Executive Steve Easterbrook, who took over on March 1, as he attempts to freshen up the company's image and end a three-year sales slump as a result of chains that already offer extended breakfast hours, such as Dunkin' Donuts.
Customers have wanted the restaurant to sever breakfast past the 10:30 a.m. mark for a long time, but the challenge of preparing EggMcMuffins alongside Big Macs made the burger giant reluctant to listen, reported The Wall Street Journal. McDonald's U.S.A. President Mike Andres referred to the all-day breakfast menu in an interview as the biggest strategic move since they introduced McCafe in the U.S. in 2009.
The chain has high hopes for the move, as an internal memo obtained by Bloomberg claimed that offering the Egg McMuffin sandwich 24/7 could boost sales by as much as 2.5 percent a year.
.@Gergie The p̶r̶o̶f̶i̶t̶ prophet has spoken, #AllDayBreakfast starts 10/6! pic.twitter.com/mm9HkNxeBI
— McDonald's (@McDonalds) September 1, 2015
"This is the consumers' idea. This is what they want us to do," Andres said. "That's why I think this could be the catalyst for our turnaround."
