• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Despite having a $165 million net worth, Scarlett Johansson says work-life balance doesn’t exist—and the first step to success is admitting that

2

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises

3

Current price of oil as of May 15, 2026

1

Despite having a $165 million net worth, Scarlett Johansson says work-life balance doesn’t exist—and the first step to success is admitting that

2

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises

3

Current price of oil as of May 15, 2026
RetailMcDonald's

McDonald’s Struggles to Repeat Success of All-Day Breakfast Launch

By
John Kell
John Kell
Contributing Writer and author of CIO Intelligence
Down Arrow Button Icon
By
John Kell
John Kell
Contributing Writer and author of CIO Intelligence
Down Arrow Button Icon
January 23, 2017, 11:50 AM ET
McDonalds To Offer Its Breakfast Menu All Day Long
FAIRFIELD, CA - JULY 23: A McDonald's "Big Breakfast" is displayed at a McDonald's restaurant on July 23, 2015 in Fairfield, California. McDonald's has been testing all-day breakfast menus at select locations in the U.S. and could offer it at all locations as early as October. (Photo illustration by Justin Sullivan/Getty Images)Photograph by Justin Sullivan—Getty Images

A year ago, McDonald’s was basking in the glory of a successful all-day breakfast launch that boosted sales at the fast-food purveyor’s U.S. restaurants. That savvy move is becoming a bit of a burden early in 2017.

McDonald’s (MCD) first debuted its all-day breakfast menu in October 2015 and an immediate sales jolt helped boost sales in the U.S. In the fourth quarter of 2015, comparable sales increased 5.7%—the best quarter McDonald’s had reported in nearly four years. Throughout most of 2016, sales continued to hum along smoothly as all-day breakfast lured customers that were persuaded to buy the company’s Egg McMuffin or hash browns for lunch or other parts of the day.

But on Monday, McDonald’s reported a comparable sales decline of 1.3% in the U.S., which the company said reflected “the challenging comparison against the prior year launch of the very successful All-Day Breakfast.” Analysts had anticipated the decline: they projected a slightly steeper 1.4% drop. Looking to 2017, McDonald’s says it will focus on growing guest traffic in the U.S. That’s been problematic across the restaurant industry, as economic uncertainty and falling grocery prices have hurt the sector.

McDonald’s results were again propped up by strong growth abroad, with sales growing in the United Kingdom, China, Japan and some markets in Latin America. Globally, comparable sales were up 2.7%. Total revenue hit $6.03 billion while per-share earnings were $1.44, both above Wall Street’s expectations. While revenue declined from a year ago, it was due to refranchising.

President and CEO Steve Easterbrook struck a bullish tone while discussing the results with analysts, touting last year’s launch of all-day breakfast 2.0—an update that saw the addition of McGriddle and other items—as having lived up to expectations. He said McDonald’s executive team had more strategies in mind to boost traffic in 2017, though those plans won’t be disclosed until the company’s March 1 investor meeting. That’s when McDonald’s will also unveil full-year guidance targets.

When asked about how McDonald’s can reverse persistent traffic declines that have been an issue the past several years, Easterbrook said the topic was something that had dominated conversations internally. “This is all about getting the balance right,” he said, lauding cash-flow generation at McDonald’s but saying that needed to be balanced with some investments into restaurants. Some initiatives that could help: giving customers more options on how they order and pay (that would likely be automation).

Easterbrook also talked about how promotions can be helpful, which is often a popular strategy to boost traffic at fast-food chains like McDonald’s. Looking ahead to 2017, McDonald’s says it will be more competitive in terms of offering guests greater value deals. Some of those offers can be a mix of national launches, as well as regional launches that make sense for those markets.

About the Author
By John KellContributing Writer and author of CIO Intelligence

John Kell is a contributing writer for Fortune and author of Fortune’s CIO Intelligence newsletter.

See full bioRight Arrow Button Icon

Latest in Retail

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Retail

delivery
Retailecommerce
Walmart’s upper hand over Amazon in the $1 trillion e-commerce race: 90% of Americans live within 10 miles of a superstore
By Anne D'Innocenzio and The Associated PressMay 16, 2026
52 minutes ago
gamestop
RetailM&A
‘Neither credible or attractive’: eBay slaps down GameStop’s $56 billion takeover bid
By Michelle Chapman and The Associated PressMay 12, 2026
4 days ago
amazon
RetailAmazon
Amazon’s promise of 30-minute delivery collides with memories of Domino’s drivers crashing in the late 1980s
By Anne D'Innocenzio and The Associated PressMay 12, 2026
4 days ago
India’s Gen Z turned Diet Coke into a status symbol. A can shortage just made it a luxury
Asiadiet coke
India’s Gen Z turned Diet Coke into a status symbol. A can shortage just made it a luxury
By Brendan Cosgrove and Morning BrewMay 11, 2026
5 days ago
Content creator Logan Walter
SuccessJobs
This Gen Zer dropped out of college to become an influencer—now he’s a millionaire from selling products like Medicube and Neutrogena on TikTok Shop
By Emma BurleighMay 11, 2026
5 days ago
Investors are betting big on senior housing. There’s just one problem—the baby boomers they’re chasing can’t pay the rent
Real Estatebaby boomers
Investors are betting big on senior housing. There’s just one problem—the baby boomers they’re chasing can’t pay the rent
By Sydney LakeMay 9, 2026
7 days ago

Most Popular

Despite having a $165 million net worth, Scarlett Johansson says work-life balance doesn’t exist—and the first step to success is admitting that
Success
Despite having a $165 million net worth, Scarlett Johansson says work-life balance doesn’t exist—and the first step to success is admitting that
By Preston ForeMay 13, 2026
3 days ago
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
Politics
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
By Jake AngeloMay 12, 2026
4 days ago
Current price of oil as of May 15, 2026
Personal Finance
Current price of oil as of May 15, 2026
By Joseph HostetlerMay 15, 2026
1 day ago
Nearly 50,000 Lake Tahoe residents have to find a new power source after their energy source looks to redirect lines to data centers
Travel & Leisure
Nearly 50,000 Lake Tahoe residents have to find a new power source after their energy source looks to redirect lines to data centers
By Catherina GioinoMay 12, 2026
4 days ago
The airplane fuel shortage is a myth propagated by airlines who want to cancel unprofitable flights, says private jet CEO
Energy
The airplane fuel shortage is a myth propagated by airlines who want to cancel unprofitable flights, says private jet CEO
By Jim EdwardsMay 14, 2026
2 days ago
Debbie Gibson, Geezer Butler of Black Sabbath want you to adopt a beagle rescued from an experimental lab in Wisconsin
North America
Debbie Gibson, Geezer Butler of Black Sabbath want you to adopt a beagle rescued from an experimental lab in Wisconsin
By Scott Bauer and The Associated PressMay 13, 2026
3 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.