McDonalds is going through some tough times and for some reason all day breakfast is a part of the turn-around strategy, which I don’t understand at either end. I don’t get how serving breakfast menu items is both something that hasn’t been done already given how seemingly easy it is, yet also is fixated to be a profit boosting turnaround tactic. I get that the more menu items that have to be out and either prepared or ready to be prepared means the possibility of more food product waste as ready-made items go unbought in their freshness window while having them made to order (mostly heating pre-cooked items) creates its own problems but neither seem like problems all that hard for a corporation like McDonalds to tackle and solve.
But finally after much public discussion about the possibility, McDonalds has decided to serve breakfast all day. Or at least some of it.
I went to McDonalds today for some breakfast at not-breakfast-time to feel like a baller and jump on this 2015 magic so advanced that Back to the Future (a movie that thought we would have flying cars and hover boards in 2015) didn’t even predict and I ordered a McGriddle. The Spanish accented woman at the counter replied “AH?” so I repeated the word “Mic-Griddle” and she paused with confusion… Which is more than a little odd because – to give away the ending to this story: McGriddles aren’t on the all-day-breakfast menu – but certainly this woman knows what a friggin McGriddle *is*, right? You’ve heard this word before, have you not, madam? I get that it’s not available right now but why are you not immediately telling me *that* instead of acting like this Milk-Greedle thing I speak of is a foreign product? I didn’t order a Grand Slam or a Whopper – I asked for the only breakfast item that has the surname of the establishment in its actual name, and you don’t know what I’m talking about?…
Eventually she put it together and told me “no. we only do thees” and pointed to a placemat menu on the counter with breakfast items that does not include the MC-gridz.
This is insane… Every fast food place that does breakfast has a breakfast sandwich with a biscuit on its menu and McDonalds does too. But the McGriddle is a breakfast sandwich that only McDonalds offers (hence the Mc) and in their big push to remind customers that they are a different and unique place to go – they’ve axed their one proprietary product from the list of options. Madness.
You can get a stack of pancakes and sausage all day, but you can’t get a breakfast sandwich with syrup flavored pancake buns all day.
Wtf are you doing, McDonalds? I don’t even know who you are anymore.