McDonald’s to begin rolling out all-day breakfast nationwide Oct. 6

A McDonald's "Big Breakfast" at a restaurant in Fairfield, Calif.

A McDonald’s “Big Breakfast” at a restaurant in Fairfield, Calif.

(Justin Sullivan / Getty Images)

McDonald’s will begin rolling out all-day breakfast nationwide Oct. 6, a long-awaited change that could help boost sales for the flagging burger chain.

The move, following a vote Tuesday by franchisee leadership, is the boldest yet under McDonald’s Chief Executive Steve Easterbrook, who was hired in March and has vowed to transform the Oak Brook, Ill., fast-food giant into a modern burger chain. Up to this point, the turnaround plan has involved less headline-grabbing decisions, like cost-cutting and selling company-owned restaurants to franchisees.

Restaurants that serve all-day breakfast will continue to serve other core menu items like the Big Mac and the Quarter Pounder with Cheese, a McDonald’s spokeswoman said Tuesday. But regions will be able to determine what, if any, changes to menu items are needed, based on local preferences.


In markets where McMuffins are offered but not biscuits, the menu will include popular sandwiches like Egg McMuffins and Sausage McMuffins. In biscuit markets, items like the Bacon, Egg & Cheese Biscuit and Sausage Biscuits will be sold. In markets where both are sold, the all-day breakfast menu will also include hotcakes, sausage burritos, fruit and yogurt parfaits, oatmeal and hash browns.

R.J. Hottovy, a Morningstar analyst, said Tuesday that all-day breakfast might not “move the needle” much in terms of improving sales or profits.

But Hottovy said the decision showed McDonald’s willingness to meet consumer demand, while also being flexible to the needs of franchisees so they can adjust their own menu to local tastes.

“It does create a sense of buzz,” Hottovy said. “It brings a level of excitement to the company that we haven’t seen in a while.... This company needs some positive news, and this is probably a step in that direction.”

Twitter: @GregTrotterTrib