McDonald’s decision to introduce its hideous breakfast menu all-day in some of its US stores has reportedly proven a disaster.
The New York Post is reporting that franchisees have complained that the introduction of the all-day Egg McMuffin has slowed down service, lowered overall bills and created chaos in the kitchen.
The company is presently trialling the concept in some of its Australian stores.
Mark Kalinowski, an analyst for finance company Nomura, surveyed 29 operators overseeing 226 different locations in the US and there appeared unanimous agreement that the concept had proven a disaster.
“In small stores, the problems are vast with people falling over each other and equipment jammed in everywhere,” one franchisee complained in the report.
“Customers are abandoning us in droves because we are either too slow, or sub-par quality,” said another.
Others complained that the initiative hadn’t attracted new customers, just old ones who were purchasing the cheaper, eggy alternatives over more profitable Big Macs.
The breakfast menu also meant a need for more staff, who often couldn’t fit in the restaurant’s small galleys.
“Unfortunately, with the current labor pool in our area, we are struggling to have enough people to run the shift, much less add an extra person,” a franchisee explained.
But rather than quell franchisees’ concerns, Macca’s HQ seems determined to plug on with the idea. Bosses claim the “all-day breakfast is the number one request we hear from customers”.
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