I am told the notes from the June NLC meeting refer to "Breakfast All Day" as a "test".
Sorry folks, Breakfast All Day is not a test, it' s a done deal. As your expert in watching McDonald's Corp. interact with Wall Street and the business media I can assure every
one that Oak Brook will not allow this "test" to fail.
Knowing nothing about operations, Wall Street analysts have been beating on McDonald's
management for years to consider breakfast all day. This is a reaction to the McSpin that
even in periods of slow sales growth, McDonald's breakfast sales hold up.
It all comes down to Steve Easterbrook: knowing nothing about operations, does he want
to be the CEO who just couldn't make breakfast all day happen. Or will he want to be the CEO who made breakfast all day work for the first time in McDonald's history?
You do the math.
Look for a public announcement in January saying that breakfast all day is to become
the national standard (possibly announced in October).