McDonald’s all-day breakfast is being temporarily phased out across the U.S. due to the COVID-19 pandemic.
The Chicago-based fast-food giant is attempting to streamline kitchen operations during the outbreak by suspending the popular offering. The goal is to also increase drive-thru efficiency with several states, including Illinois, banning in-person dining to prevent the further spread of the virus.
The decision was announced to restaurant operators on a national webcast on March 24 with final details and procedures still being discussed, a source who saw the presentation confirmed to Crain’s. McDonald’s locations will gradually phase-out all-day breakfast over time, depending on which food distribution center they use.
Restaurants and bars throughout Chicago are closed due to statewide shutdown on in-person dining. But fast-food places like McDonald’s are partially insulated from the disruption because they receive 70 percent of their revenue from the drive-thru.
Ex-CEO Steve Easterbrook introduced all-day breakfast in 2015 to jumpstart sales. The move worked at first, but the benefits of that move have plateaued. Still McDonald’s sees breakfast as a key growth area and launched two new breakfast chicken offerings this year.
Another sign that breakfast remains a key category for the fast-food industry is Wendy’s decision earlier this month to roll out a national breakfast menu.