On Tuesday, McDonald's is ditching a long-held stance: that it's just too difficult to flip burgers and serve McMuffins at the same time.
There's good reason why the Golden Arches would want to pivot and launch all-day breakfast: the restaurant chain needs to reverse domestic sales declines, and breakfast is the only segment delivering strong growth for restaurants.
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Breakfast visits jumped 5 percent in the year ended in June, while lunch ticked just 1 percent higher and dinner visits were flat, according to data from the NPD Group.
"Breakfast has been such a growth area because consumers feel it's a good way to jumpstart their day. It's a lower priced occasion. Especially for fast food, it's convenient," said Bonnie Riggs, a NPD restaurant industry analyst.
McDonald's competitors are also doubling down on breakfast.