The implementation of all-day breakfast also tested the relationship between McDonald's
corporate management and franchisees. While the company could make decisions at the
corporate level, franchisees had their own set of concerns and considerations. Some
franchisees might have been hesitant to invest in additional equipment or hire extra staff,
fearing the impact on their profit margins. Balancing the interests of the corporate entity and
the individual franchise owners required effective communication and negotiation.
5. Customer Expectations and Wait Times:
Customers were accustomed to a specific menu schedule, and the introduction of all-day
breakfast changed their expectations. While many customers welcomed the change, others
may have been disappointed if their favorite breakfast item was no longer available after the
traditional breakfast hours. Additionally, the shift to preparing breakfast items all day might
have affected the speed of service during peak hours, leading to potential complaints about
increased wait times.
Step 2 of 2
Strategies and Solutions:
1. Limited Breakfast Menu:
To address the operational challenges, McDonald's chose to offer only a select number of
popular breakfast items after 10:30 am. By reducing the variety, they could streamline
kitchen operations and ensure faster service. This approach also helped franchisees manage
costs as they did not have to invest in all the breakfast-specific equipment.
2. Equipment and Labor Support:
