Love it or hate it, McDonald’s is going to be around for quite some time. I’ve pretty much accepted that. One thing I won’t accept, however, is the fact that Ronald still refuses to sell breakfast after 10:30 AM, sharp! Why can’t he serve breakfast a little longer, or even a lot longer?
Seriously, what the hell is your problem, Ronald?!
Like so many frustrated fast-food junkies out there, I’ve kept my feelings on McD’s breakfast policy mostly to myself for several years now, never letting my discontent get the better of my self-control. Well guess what: it’s 2011, and enough is enough! I’m sick and tired of that has-been clown telling me that I can’t have an Egg McMuffin and a Hash Brown at 10:31. It’s unfair, and un-American—well, it’s unfair.
Now, don’t go thinking that I’m just “hating” for the sake of “hating” or that I’m running low on blog ideas this week, because I can assure you that neither is the case. I’m fully aware that McDonald’s has made some tweaks to this policy in recent years and that many locations now serve breakfast until 11:00 AM on weekends. While this may be true, it doesn’t change the fact that they can do better, and I know I’m not alone in that feeling.
The way I see it, there are a few things that Ronald and the rest of the execs could do to improve on this unfortunate company policy. Naturally, they should be extending their breakfast hours, but there’s always the question of what constitutes a reasonable cut-off time.
To me, there are three sensible times that Ronald should end breakfast:
1) 11:00 AM
Breakfast already lasts until 11:00 AM on the friggin’ weekends. Would it really hurt to make it a week-long procedure? I think not! All kidding aside, McD’s should seriously consider making the jump to an 11:00 AM end-time for breakfast.
It’s a bit of a stretch, but I see it as the sensible thing to do. As far as I’m concerned (and I’m sure that others will agree), if the time of day is succeeded by the letters “AM”, then it’s still morning! And morning means breakfast! C’mon Ronald, get with the program!
If that clown really wanted people to back his brand, then he’d go the extra mile for them. A world where McDonald’s breakfast lasts all day is exactly the kind of world we should be praying to live in. Imagine being able to order a Sausage, Egg & Cheese McGriddle at 6 o’clock in the evening on a semi-regular basis. Doesn’t that sound like absolute heaven? Doesn’t it?! Seeing as how this is really more of a “perfect world” scenario, maybe there’s a different route Ronald can take, like only serving “select” breakfast menu items throughout the day! It’s not ideal, but it would suffice. Certain key items would easily be big sellers later in the day (Hash Browns and McMuffins, to name a few).
Let’s cut to the chase, shall we? Ronald may be inconsiderate, but he’s not stupid. He probably ran the numbers and determined that the cost per minute of maintaining the availability of breakfast items beyond 10:30 was a bit more than he was willing to pony up—and the healthier the profit margin, the better. After all…
Someone should tell that clown that it’s not about the bottom line—it’s about the brand image! Sure, people love McD’s, and they’ll probably continue to love it, but they’d love it more if that delicious Oatmeal became an all-day menu option.
McDonald’s breakfast menu is a big part of their brand identity, ranking right up alongside Happy Meals as one of their defining attributes. The company needs to be doing something more with their breakfast items, pure and simple. There’s room for improvement, and McD’s needs to recognize that.
How do you feel about McDonald’s breakfast? Would you agree that the 10:30 AM on weekdays and 11:00 AM on weekends is too soon to stop serving it?