Food & Nutrition

The Real Reason Breakfast Is Such a Big Deal at McDonald’s

The chain is facing increased competition in the morning.

PENANG, MALAYSIA - MAY 16, 2017 : Egg McMuffin with McDonald Premium Roast Coffee is one of the meals choice at McDonald's Weekday Breakfast Specials.; Shutterstock ID 642278161TY Lim/Shutterstock

For the first time in five years, McDonald’s has rolled out a new breakfast sandwich. The new Triple Breakfast Stacks will feature an egg, bacon, two sausage patties, and two slices of American cheese, CNN reports. You can get it on either a biscuit, McMuffin, or McGriddles cakes.

Why now? Well, fewer people are eating at McDonald’s, according to CNBC. The chain’s sales grew in the last quarter because of increased menu prices and customers spending more on delivery and self-service kiosks.

But the company’s CFO, Kevin Ozan, acknowledged in a recent earnings conference call that the company has to find a way to increase traffic in the long term. Don’t miss these 75 mind-blowing facts about McDonald’s.

They’re hoping that new breakfast items, including the just-announced customizable breakfast sandwich modeled on the Egg McMuffin, will lure customers who have plenty of options for their morning meal.

“We’re still losing a little share … it continues to be a battleground,” McDonald’s CEO Stephen Easterbrook said in an earnings conference call, according to CNN. “We want to do better at breakfast.”

Competitors include Taco Bell, which now serves a naked egg taco and Dunkin-Donuts, which offers a two-sandwich deal for breakfast. Here are 17 things McDonald’s employees won’t tell you.

This isn’t the first time McDonald’s has faced a decline in customers. In 2015, with competition from Chipotle and Shake Shack, the chain rolled out an All-Day Breakfast Menu. The company has invested $ 1 billion this year, upgrading franchises and rolling out new menu items such as new coffees and hamburgers made with fresh beef. Next, check out these 8 secret menu items from McDonald’s.

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