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McDonald’s Wants to Win Breakfast by Selling the Best Part of the Muffin

  • Offering muffin tops may be a way to regain market share
  • CFO says company ‘lost a little focus’ on most profitable time
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McDonald's Wants to Win With the Muffin Top

After McDonald’s Corp. announced all-day breakfasts three years ago, it gradually forgot about mornings.

Overall sales have weakened in the U.S., market share has shrunk, and McDonald’s has identified lost breakfast customers as the main culprit. Now the world’s biggest restaurant company plans to fight back with discounts, breakfast catering and a ploy lifted straight from a 1997 “Seinfeld” episode -- selling only the tops of muffins.