McDonald's has 'no plans of easing up' following all-day breakfast win

Daniel Acker | Bloomberg | Getty Images

McDonald's all-day breakfast spurred same-store-sales growth for two straight quarters, but the burger giant isn't resting on its laurels.

Prior to its Friday earnings beat, in which the company posted first-quarter earnings of $1.23 per share against an expected $1.16 per share, the Golden Arches began actively testing new menu items and promotions.

"All-day breakfast has been, clearly, a very strong catalyst for momentum," Kevin Ozan, McDonald's CFO, noted during an earnings conference call on Friday, explaining that the platform has exceeded expectations for the company following its launch.

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Steve Easterbrook, president and CEO of McDonald's, said that the company had seen a 6 percent improvement in overall customer satisfaction growth year-over-year, a result of menu item enhancements, like its McPick 2 promotion.

The burger exec noted that customers who purchased the value deal also had a higher average check.

Ozan said that the company has "no plans of easing up" on these types of promotions.

In the last week alone, the company revealed three trial run menu items.

Some 125 stores in Milwaukee are slated to sell Johnsonville Brats for a limited time — seven years after discontinuing the sausages in chains.

The burger giant is also testing out smaller and larger Big Macs in Texas and Ohio restaurants. The Grand Mac is an attempt to compete with chains like Smashburger and Five Guys that serve larger burgers, while the Mac Jr. is simply easier to eat on the go, according to The Street.

In addition, McDonald's will host a limited-time all-you-can eat French fry promotion during the grand opening of its new, state of the art location in Missouri this July.

"We will continue challenging ourselves to see how much more we can do," Ozan said.