McDonald’s franchisees have voted to start serving breakfast all day beginning Oct. 6.
The move was approved Tuesday by a franchisee leadership council, The Wall Street Journal reported. It marks the latest new initiative under CEO Steve Easterbrook, who took over March 1 vowing to boost sales.
McDonald’s USA President Mike Andres said it is the biggest strategic move the company has made since it unveiled its McCafe line of coffee drinks in 2009, The Journal reported.
“This is the consumers’ idea. This is what they want us to do,” Mr. Andres said. “That’s why I think this could be the catalyst for our turnaround.”
• Jessica Chasmar can be reached at jchasmar@washingtontimes.com.
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