McDonald’s to extend breakfast hours at 120 restaurants in new trial
McDonald’s hopes to cash in on the demand for breakfasts on the go by extending the hours its serves egg McMuffins and hash browns in a new trial.
The fast food chain is expanding a previous trial to serve its breakfast menu until 11am, extended from 10.30am, at 120 sites across the South East.
McDonald’s said its breakfast menu has continued to surge in popularity and its original trial at just seven restaurants was “hugely successfully”.
It confirmed the plans as it said that demand surged for its healthier options, particularly salads, during the past three months.
Sales of main meal and side salads surged by 55% as the company said its “better tasting products” struck the right notes with hungry customers.
It also hailed the success of other new items across its menu, including the hot Cajun chicken wrap and its “improved” bacon roll.
The company’s UK chief executive, Paul Pomroy, said the launch of these products in June helped McDonald’s to deliver “another strong quarter of growth”.
Mr Pomroy added: “The retail sector has always been fast-moving; and today’s world is a challenging one due to a number of factors including more competition.
“Together with our franchisees we’ve invested in new technology and a more convenient experience including table service, McDelivery and our My McDonald’s app.”
He also highlighted the restaurant company’s focus on reducing its plastic packaging to become more sustainable, which saw a revamp of its McFlurry tubs to remove plastic lids.
The global McDonald’s business also continued to soar, as it posted 6.5% like-for-like sales growth to 5.3 billion US dollars (£4.2 billion) in the second quarter.