McDonald’s All-Day Breakfast Push No Longer Fueling Growth
- Expanding breakfast had given chain a boost over past year
- Company now looking to technology upgrades to increase sales
McDonald's beverages are arranged for a photograph in Tiskilwa, Illinois.
Photographer: Daniel Acker/BloombergThis article is for subscribers only.
All-day breakfast is beginning to lose its novelty for McDonald’s Corp.
When the company’s U.S. restaurants started serving Egg McMuffins and other morning fare at all hours in 2015, the change elated customers and fueled a yearlong sales surge. But now the effect is waning: While overall earnings beat analysts’ estimates last quarter, domestic same-store sales fell 1.3 percent.