McDonald’s has started serving its All Day Breakfast menu on October 6.
But the extended breakfast menu offers a limited selection and varies by location. Just half of McDonald’s 24 total breakfast items are available as part of the full-day menu. Several items like the Egg White Delight McMuffin or the McGriddles did not make the cut.
McDonald’s wrote on its website: “Our All Day Breakfast menu is finally here. Enjoy savory breakfast sandwiches like a Sausage McMuffin with Egg or Sausage Biscuit and even golden brown, melt-in-your-mouth Hotcakes anytime you want.” However, it mentions that “Menu items vary by location”.
The new All Day Breakfast menu includes: Egg McMuffin, Sausage McMuffin, Sausage McMuffin with Egg, Bacon Egg&Cheese Biscuit, Sausage Biscuit, Sausage Biscuit with Egg, Hotcakes, Hotcakes and Sausage, Fruit ‘N Yogurt Parfait, Sausage Burrito, Fruit & Maple Oatmeal, Hash Browns.
On social media, some Twitter users expressed disappointment about the limited menu.
About 20% of markets, which are mostly in the Southeast, will serve biscuits all day while about 80% of markets will serve McMuffins.
This means if you’re a biscuit lover on the West Coast with a hankering for a bacon egg and cheese biscuit for dinner, you’re likely out of luck.
Hash browns also won’t be available everywhere though, spokeswoman Lisa McComb notes the “vast majority” or about 90% will have them.
McDonald’s is rolling out its newly simplified menu, which features fewer items in order to reduce confusion and boost speed.
According to an inside source the following would be removed nationally: the honey mustard Snack Wrap, chipotle BBQ Snack Wrap, bacon habanero ranch Quarter Pounder, bacon and cheese Quarter Pounder, premium chicken club sandwich and premium ranch BLT chicken sandwich.
The southern-style chicken sandwich will also be axed except in some markets. Additionally, local level operators can choose to remove the buffalo ranch McChicken or grilled onion cheddar burger from the menu.
Deeper cuts at McDonald’s could be on the way.
On the company’s conference call Friday, McDonald’s USA President Mike Andres said its menu rationalization test is “clearly ongoing,” as the chain has unveiled a lot of products during the last year and a half.
The cuts are aimed at simplifying a menu that’s grown complex over the years and proved to be an obstacle in the fast-food giant’s need for speed.
McDonald’s menu items excluding beverages, desserts or combo meals grew to 72 last year from 53 just four years earlier, according to market research firm Datassential.
The cuts come as McDonald’s is rolling out its customizable create-your-taste platform, a build-your-own sandwich option the company plans to begin expanding aggressively to 2,000 stores in the US this year. It is part of the Golden Arches’ effort to turn around its struggling U.S. business and compete with restaurants like Chipotle Mexican Grill that have seen success with their customized offerings.