McDonald's has been asked for your menu input. Will it listen?

McDonald's has been asked for your menu input. Will it listen? ...

McDonald's () must serve two groups: customers and franchise owners. The two groups' interests aren't always dovetail, which in turn puts the business in a woeful position.

Customers, for example, loved the $1 menu because, well, you could get actual food for $1. Franchise owners were much less pleased with the particular deal menu because it reduced their profit margins.

McDonald's has pushed its value offerings to increase and come up with ideas that drove higher check rates and greater margins. McDonald's is able to leverage the desire of its customers rather than keeping its franchisees happy.

If any menu addition puts this divide into focus, it's "all-day breakfast." The chain launched the program in October 2015, following what appeared to be decades of customers demanding it, and it was later dropped in 2020 due to the epidemic.

Shutterstock

Why do McDonald's franchise owners eat an all-day meal?

Franchise owners have long argued that all-day breakfast adds value to the menu, and that it also shifts customers to cheaper breakfast menu choices, leaving guests feeling more deserving.

According to a survey in 2015, "all-day breakfast is a nonstarter." We are shifting customers from regular menu to lower-priced breakfast items. Not generating new traffic."

A survey from the parent presented to franchise owners on the website revealed some additional complaints.

"In small stores, the problems are enormous with people falling over each other, and equipment is locked in everywhere."

"Customers abandon us in droves because we are either too slow, or we have a poor quality."

TheStreet Recommends

Another franchise owner highlighted that the additional menu complexity required additional employees.

"Unfortunately, with the current labor pool in our region, we are unable to have enough people to handle the shift, much less to add an additional person."

McDonald's may not restore its all-day breakfast menu, but it has had difficulties hiring employees even as it raised wages. That's a problem that is unlikely to change anytime soon.

Customers at McDonald's may not be able to get what they desire.

During the epidemic, McDonald's ended its all-day breakfast, attempting to simplify its menu. Even though it has eliminated most of the changes it made during the worst of its dining-room shutdowns.

Chris Kempczinski, CEO of his company, said that not everything would go back to the start of the epidemic.

"I think it's a safe bet that you're going to see us add items back to the menu as we come out of it," he said, adding that "It's also a safe bet that we're not going to go all the way back to where we were."

After that, his remarks did not refer to the whole day's lunch, but they suggested that it will be remembered.

"And then what operators in the United States have discussed with our team, let's just make sure every item that we add earns its way back onto the menu." "I think that mentality, that mindset, is how, not just the United States, but every industry is sort of looking at it."

When McDonald's asked its Twitter followers, this hasn't halted supporters from requesting the return.

Fans want all-day breakfast; you can certainly see why someone might want a McMuffin in the afternoon or evening, but McDonald's is unlikely to bring it back. That's unlikely to happen unless the company can find a way to make the morning meal all-day long without it being a burden for stores or causing damage.

You may also like: