McBreakfast all day

Rachel Dornhelm Sep 21, 2006
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McBreakfast all day

Rachel Dornhelm Sep 21, 2006
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TEXT OF STORY

SCOTT JAGOW: You know the breakfast cutoff at Mickey D’s — no pancakes after 10:30 — but McDonald’s has decided what the heck, let’s serve breakfast all day. Here’s Rachel Dornhelm.


RACHEL DORNHELM: To McDonald’s executives, breakfast is a happy meal — one with high profit margins and growing sales.

Now Mickey D’s CEO says the company will implement a new kitchen set-up that would let them serve breakfast all day long.

Food industry analyst Marcia Mogelonsky says changing operations like this is a big deal, but McDonald’s is a cautious company.

MARCIA MOGELONSKY: I’m sure they’ve done their research and see that people WANT breakfast at lunch. I know I have been at McDonald’s and people have seemed very disappointed they’ve missed their chance for breakfast.

Mogelonsky says more people are starting to work less-traditional schedules. That could mean more demand for breakfast around the clock.

And never mind that a Cheeseburger and an Egg McMuffin have very similar fat and calorie counts, Mogelonsky says breakfast may be perceived as healthier by consumers.

I’m Rachel Dornhelm for Marketplace.

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