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McDonald's, Happy With Breakfast Rollout, Says Value Plan Next

  • U.S. chief in memo says all-day breakfast to aid market share
  • Chain seeks to reverse seven quarters of sales declines
A McDonald's 'Big Breakfast' in Fairfield, California.
Photographer: Justin Sullivan/Getty Images
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McDonald’s Corp., trying to revive flagging sales, is calling the rollout of all-day breakfast in the U.S. a success and telling franchisees to prepare for the next course: a national value plan.

"Regaining our dominance in value by aligning around a national value platform and the power of Opnad is the next step," Mike Andres, the restaurant chain’s U.S. president, wrote last week in an e-mail to domestic franchisees and employees that was obtained by Bloomberg. Opnad is McDonald’s national advertising fund that includes contributions from franchise owners.