Product details

McDonald's was founded in 1948. The company had pioneered the breakfast concept in the fast food industry with its popular breakfast item 'Egg McMuffin' in the early 1970s. In 1971, breakfast had accounted for only 5% of the company's overall fast food business. However by 1976, the company had a complete breakfast menu in place and by 2012, McDonald's breakfast business had reached up to USD10 billion of the company's overall sales. McDonald's grew rapidly to reach 35000 stores across the world by 2015. Meanwhile, there was a growing demand from McDonald's customers to extend its breakfast hours beyond 10.30 AM. Soon, there was a major change in the company's leadership and the new CEO Steve Easterbrook (Easterbrook) had brought about several strategic changes that had initiated a successful turnaround for the company. Easterbrook's 'All Day Breakfast' strategy was a huge hit and had boosted the fast-food giants sales by 5.7% in the fourth quarter of 2015. However, its popularity had faded soon and in the fourth quarter of 2016, the company's revenue had declined by 1.3% compared to 2015. McDonald's was once again struggling with sluggish sales and slowdown in the breakfast business. In 2018, McDonald's expanded its breakfast menu in a bid to win back its customers. However, this time, the challenges were much bigger with fast changing dynamics and growing competition in the fast food industry. Would breakfast menu tinkering bring McDonald's back on top of the fast food industry?