McDonald’s franchisees say the company’s all-day breakfast launch has been a nightmare. Hit the jump to see why.
McDonald’s all-day breakfast menu launched nationally on October 6, following regional tests, and franchisees are not happy about it.
The new menu is slowing down service, reducing average ticket costs, and causing chaos in the kitchens, franchisees told Nomura analyst Mark Kalinowski in a new survey.
“In small stores, the problems are vast with people falling over each other and equipment jammed in everywhere,” one franchisee wrote in response to the survey.
Another wrote, “All-day breakfast is a non-starter. We are trading customers down from regular menu to lower-priced breakfast items. Not generating new traffic.”
A third called it “erratic, distorted, disorganized direction from McDonald’s,” while nearly a dozen more franchisees complained that it slowed down service and added complexity to the kitchens.
“Customers are abandoning us in droves because we are either too slow, or sub-par quality,” one franchisee wrote.
Others noted that the all-day breakfast menu is confusing to some customers because it varies regionally. In some states, McDonald’s is offering McMuffins on the all-day menu, while in others, only biscuit sandwiches are available.
A few complained that the launch requires extra labor, which is an added cost to franchisees who are already pressed for cash by declining sales and expensive kitchen upgrades.
“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,” one franchisee wrote.
Kalinowski interviewed 29 US franchisees covering about 226 restaurants for the survey. McDonald’s has more than 14,000 restaurants in the US.
The launch is part of McDonald’s efforts to revive business following seven straight quarters of same-store sales declines.
In an email to franchisees, McDonald’s US President Mike Andres called the all-day breakfast launch a success.
“The successful launch of All Day Breakfast proves that when we listen to and respond to our customers and align around a great execution plan, we will grow our business and take share,” Andres said, according to Bloomberg.
I’m still mad they do not sell McGridles all day.
Maybe if the employees weren’t little bitches and stopped complaining, they can get shit done faster. Then again it’s not just the employees, it is the equipment. If McDonalds claim it’s a success, then remodel the kitchens with more equipment and hire more workers if no one can take longer shifts. I wouldn’t bitch about long shifts as long as I was getting paid for it. Once you get more equipment and more employees, then customers wouldn’t have to wait for their food as long as they have to do now and the term “fast food” comes back into play. It’s called thinking before talking people (directed towards McDonald’s employees + corporation). Listen, find out what the people want. PLAN, what’s the next step? (Should have been upgrade equipment and more employees) Finally, act. If it didn’t work out, then sucks for McDonalds but since it supposedly did congratulations, but plans must be thought out to the dot, not ehh everybody wants this…let’s see how it goes.
I agree!!!!
Did you not the READ the article ? “Seven straight quarters of declining sales”. Therefore they don’t HAVE THE MONEY available to purchase new equipment. Trust me, as employee of the month my first month working at a McDonald’s I know what I’m talking about. That “new equipment” talk is just bull for mcdonalds to have an excuse for when this breakfast thing isn’t working out. We don’t need new equipment, NONE OF THE BREAKFAST ITEMS HAVE CHANGED. Talking about the amount of hours worked don’t matter as long as you’re getting paid WOW ???. As you kept pointing out this isn’t a broke corporation, they’re just having declining sales at the moment and that’s how a BUSINESS works. When sales are declining, you do what you can to revive them but you already know that because you know Soooo much about running a business. Actually maybe I can stop by your mcdonalds sometime, where is it located ?
let’s see you be a minimum wage slave for a corporation that makes billions when you KNOW that you can do better. Basically you’re saying mcdonalds employees are no different that prostitutes, thanks for letting us know you customers appreciate our hard work. We’ll be sure to keep it up, just for the people like you ???