Oak Brook gets asked this question every time a competitor does something
with breakfast and McDonald's executives always give out the wrong answer.
Why can't the response be, "We have the two separate menus and due to the
high volumes of our restaurants we think it's best to focus on doing the best
job possible with each menu segment." That kind of statement is a positive
without admitting the restaurants can't handle what they already have.
The problem is, there are now so many decision makers at McDonald's who
lack any real restaurant experience (or have forgotten theirs) they don't
understand that McDonald's was never meant to be all things to all people.
The other problem is - when they respond this way to reporters and analysts
and then it doesn't work out - it goes down as a failure on management's part.
McDonald's eyes longer breakfast hours - AP