I love breakfast.
But I'm not a morning person. And when I happen to be out and about, garage saling or running errands or recovering from what I like to call a "mommy hangover," I find myself at a McDonald's. And all I want is breakfast. Somehow the Sausage McMuffin satisfies that need I have for protein, salt, and iron, without making me feel as if I've given my soul to the demons of empty calories.
If it's after 10:30 a.m., though, I'm sunk. And given that I (a health-conscious adult who tends to steer clear of partying 'til the wee hours) want breakfast past 10:30, I can only imagine how much the considerable teenager and, umm, hungover demographics would appreciate being able to eat Sausage McMuffins and hashbrowns and all kinds of other deliciousness at 11 a.m., or 12:30, or even four in the afternoon. I know. Shocking, right?
I've thought since my own teenage years that McDonald's and fast food restaurants of every kind were ignoring a huge consumer need by cutting off breakfast in mid-morning. Now, it seems that McDonald's finally agrees; the news from Jim Skinner's presentation at the Bank of America 36th Annual Investment Conference: breakfast, all day, will soon be here. All that's needed is a change to a new "flexible operating system."
If I were the CEO of McDonald's Corporation (NYSE:MCD), I'd be slapping myself on the forehead. Doh! Why didn't they figure this out sooner? Hello? Customers don't like to be told, "no, you can't have that which you most desire. We made a rule. Breakfast 'til 10:30, not a moment later!" Customers don't come to fast food restaurants because they're looking for discipline, limits, lessons in punctuality. They come to fast food restaurants to satisfy a desire, to indulge their longings for fat, crispy, sweet, bacony sausagey eggy...
That's why I, a health nut, a disbeliever in fast food, might now buy MCD stock. Because offering breakfast all day is an indication that management gets it. McDonald's stock was up 37 cents to $38.15, a 1% increase and a few cents from its 52-week high, on the news today.
Reader Comments (Page 1 of 9)
9-21-2006 @ 1:34PM
robert huntley said...
i agree with the health nut that mcdonalds should serve breakfast all day... when i go to VILLAGE INN even in the early evening, i will generally , most often order a breakfast item..then why not mcdonalds....burger king has burgers for breakfast... ihop has breakfast all day..come on mc dee get on board!.
9-21-2006 @ 1:52PM
Stella A. Rosenfeld said...
It's a great idea!!!
9-21-2006 @ 2:21PM
tom leathers said...
Are you kidding? What person with any consciousness about their health eats at fast food restaurants? Just carry a couple of pieces of fruit with you and give your arteries a break.
9-21-2006 @ 3:37PM
Kris Ecklund said...
FYI, it's been several years since Jack-in-the-Box responded to those of us who really did just want a breakfast sandwich 10-20 minutes after the morning cutoff. Apparently enough of us drove off without buying anything at all.
9-22-2006 @ 2:18AM
Jessy Scholl said...
Tom, eating breakfast food at a fast food joint like McDonalds is healthier then eating say a Strawberry Shake, Large Fry, and a Big Mac or a Hamburger, Medium Fry, and soda.
9-22-2006 @ 12:45PM
Elizabeth said...
I agree with!!! I consider myself a true "health nut" as well. But McDonald's is making a smart marketing move by offering what consumer's are asking for. McDoanld's has great plans for 2007.
9-22-2006 @ 2:04PM
Randall said...
I looked at the clock as I read this post and all I could think about was a Sausage McMuffin, but it is 11:00 AM PST thanks for ruining my morning. This is a brilliant outside the box apporach. Corporate America needs to get a little more creative. Thanks for the post Sarah now I need to find something to eat.
9-24-2006 @ 6:31AM
al said...
I LOVE McDONALDS. The fries, burgers, yum.
alfredschrader@aol.com
9-24-2006 @ 6:56AM
Will said...
Alright! It's about time they use their BRAINS. Now, they will make alot more MONEY with this new plan. BREAKFAST FOOD is the BEST.
9-24-2006 @ 7:11AM
ruth rabuzzi said...
good for mickey ds i just cant eat a burger and fries at 10;30 am and dont have time for a full stop. as for fruit i love it when i have time to sit down and enjoy it but it sure does'nt do anything for hunger pangs for me.
9-24-2006 @ 7:22AM
tom said...
Smart move Mickey d's , listen to want the customer wants. Note to all , Denny's serves breakfast late night but the menu is different with higher prices at night.(for the same food)
9-24-2006 @ 7:22AM
Kathy said...
I will certainly start going to McDonald's now. I never go there because all I like are the egg mcmuffins and I don't get around early enough in the morning to ever get one! Now I will....good thinking McDonald's!
9-24-2006 @ 7:23AM
LauryLynn said...
mostof you poor deprved people must not be from So California!!! McD's sucks cause of the nobreakfast ater 1030, s do most fast food places...but JAck in the Box is really the king of fast food, because they sell breakfast 24 hrs (unless theyare not open 24 hrs) so i can (and do) get a breakfast jack or sausageegg jack at noon, 4pm 8 pm 11 pm!!! y sister back in her youth would hit Jacks on the way hom from bars for their 99CENT breakfast jack !!!! and you know what else .some times i feel like a burger (or taco) at 9 am...and McD;s doesnt do that either...but Jack in the Box sure does!!!! why is dennys busier than cocs at 3 am? cause the drunks can get their eggs 24 hrs a day and dennys as opposed to 6-11 at cocos!
and YES it is sad i know all fast food places menus serving times and hours of operation! lol
9-24-2006 @ 7:41AM
DAVE said...
yes everbodys breakfast do not not fall at 6 am to 10:am the grave yard shifts can't have breakfast
those that protect us while the others sleep or work
as far as for myself IT'S 37 YEARS PAST DUE!
ITS ABOUT TIME
9-24-2006 @ 7:41AM
nancy b said...
It is a good idea to eat breakfast as it provides the fuel you need to get your body going. McDonalds has it all together by offering a variety of inexpensive, great tasting breakfast foods! love the egg, cheese mcmuffin!
9-24-2006 @ 7:42AM
george woodworth said...
Like the author, I'm health conscious, and don't live on fast food. But sometimes you just crave some quick protein to get started. I've always been a night person. My metabolism doesn't get going until after dark and I can be up all night (no, not partying), and may not hit the bed until dawn. Now that I'm retired, I can finally indulge myself and sleep late. If I don't get up until 1 or 2PM, that is my morning. Even around 10:30, I've often been turned away at McD by a couple of minutes. Fortunately, Jack in the Box and some others have gotten wise and serve bkft. when YOU want it, not at THEIR convenience. (I love Jack's!)
9-24-2006 @ 7:59AM
R said...
I don't know how many times I've had a yen for a sausage Mcmuffin at 7pm or later. This is a great idea, if only because it eliminates a barrier and a limit. If one wants protein, fruit does not cut it. Their junk food is not for everyday, but it'll open up new business for satisfying whatever it is that anyone is in the mood for-- a little here and a little there adds up to big bucks. (I don't like to say "crave" -- that is reserved for White Castle. :) )
9-24-2006 @ 8:08AM
Stitchologist said...
I was quite distressed about this rule one day.I got in line about 10 minutes before the 10:30 deadline but did not get to the window to order until 10:32 and they wouldn't serve me breakfast.I didn't think that was very customer service oriented.I don't think I ever returned to that particular McDonald's.
9-24-2006 @ 8:09AM
sonrisarir said...
Hello,
The only reason I read this article because it said "health nut." After reading it I realize how in denial our country is about food. I actually thought it was about putting something healthy on the McDonalds' menu. I was naive. Please eat what you want and tell yourself what you must about it, but don't associate the word health with McDonalds. It is misleading to people. You are disregarding the epidemic of obesity in this country not to say what McDonalds is doing to our environment. Be more responsible, please.
9-24-2006 @ 8:14AM
joey g said...
stop eating that crap and then maybe youll spell the word sailing correctly instead of saling.