TORONTO — McDonald’s is making its popular all-day breakfast a step closer to reality in Canada.
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The company now offers its signature Egg McMuffins, wraps, hash browns and other breakfast dishes at a handful of Canadian restaurants on a test market basis, a spokesman confirmed Wednesday.
The move could lead to a full rollout at Canadian locations of the veteran fast-food chain if the company follows its typical test market pattern. It comes after the successful introduction of all-day breakfast to McDonald’s U.S. restaurants in 2015, a move that led to improved results at the company’s U.S. restaurants.
The all-day breakfast introduction follows the Canadian unit’s opening of its first standalone McCafé restaurants just over a year ago.
Those restaurants, which are designed to look like bright and modern cafés and are situated apart from traditional McDonald’s restaurants, sell specialty coffee and soups, salads, cold and hot sandwiches and bagels, as well as all-day servings of the restaurant chain’s four varieties of McDonald’s Egg McMuffins.
Growing its coffee business has helped McDonald’s Canada vastly expand its breakfast sales, which account for more than 20 per cent of overall revenue, up from the low teens eight years ago.
The restaurant chain has been battling newer fast-food and so-called “fast casual” rivals who sell customizable food dishes, such as Panera Bread and Five Guys Burgers and Fries.
The company has also simplified its menu, sped up service and developed a leaner organizational structure.
SOURCE Hollie Shaw, Financial Post
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