McDonald’s not loving reaction to its all-day breakfast menu
McDonald’s has scored a major own goal with the introduction of its all-day breakfast. To misquote their own slogan – neither the customers nor the franchisee owners are ‘loving it’.
An internal survey among a number of the fast food’s 14,000 US franchisees claims that the restaurants are facing a crisis since they changed their menu.
A key number of operators were asked to give their verdicts on the all-day breakfast and the expanded menu and they were overwhelmingly negative about the changes – and the brand.
The MailOnline reports that one owner had even claimed the chain was now in a deep depression and could be about to enter into its ’final days’. The respondents made the point that the restaurant is a fast food outlet and should not be trying to be a fast casual like Chipotle or Five Guys. Over a dozen of the 29 respondents said they were frustrated with the management who were offering new menus instead of improving food quality and customer service.
They said that the all-day breakfast menu is “a nightmare” because it has slowed down service, reduced turnover and sparked chaos in the kitchens. One owner said customers were leaving the restaurant in “droves” because of the slowness of service and perceived low quality of the food. Another problem stemming from the change was that the restaurants were forced to take on extra staff – a cost they can’t afford. This was compounded by offering customers lower-priced breakfast items instead of the regular menu.
The decision to freshen up the offerings on the menu came as McDonald’s suffered seven straight quarters of decline in the US.