McDonald’s has planned to test their entire breakfast menu at a few locations, instead of the limited breakfast menu it currently offers, according to a report from Brand Eating. The “All Day Breakfast: Bigger Menu” will be offered in Tulsa, Oklahoma, and parts of North Carolina.
Currently, the fast-food giant offers a selection of either English muffin sandwiches or biscuits, depending on geography. The new breakfast menu that will be tested includes all three: McGriddles, English muffins and biscuits.
The all-day breakfast menu has dramatically boosted McDonalds’ slumping sales and was well received by its customers. The popular chain announced last month its strongest sales growth of any quarter in nearly the last four years, showing an increase of 5.7 percent in the U.S.
McDonald’s Chief Executive Officer Steve Easterbrook told investors in a conference call following the company's earnings announcement that the “All-day breakfast was clearly the primary driver of the quarter,” the Washington Post reported. "We knew it would be."
Meanwhile, in the battle of breakfast, Taco Bell launched its $1 Morning Value Menu Thursday, offering customers 10 breakfast items on a new discounted menu. In addition to its waffle tacos and AM crunch wraps, the chain also added a few items to its breakfast lineup, including a mini-skillet bowl, a breakfast soft taco and a sausage flatbread quesadilla. The chain likely doubled down on its breakfast efforts after McDonalds’ all-day breakfast menu’s wild success, CNBC reported.
“When we first launched breakfast in 2014, our goal was to give our consumers classic breakfast tastes — in a uniquely Taco Bell way," Marisa Thalberg, chief marketing officer for Taco Bell, said in a statement. "Now, we're launching our new $1 Morning Value Menu to give people a terrific array of breakfast options they want, all at this incredible price point."