It’s emerged that McDonald’s radical decision to introduce the all day breakfast menu was inspired by Aussie millennials who have grown up in a ‘brunch’ eating culture.
Marketing experts believe Maccas made the change after noticing the change in menus from their competition.
Managing director of marketing firm Barr None Steph Barr told the Daily Telegraph:
“Australia, particularly major cities, have a strong brunch culture. Many local cafes have an all day brunch menu and McDonalds is just following suit, making themselves more café-like”
“Consumers are leading increasingly busy, ‘clockless’ lifestyles. They want the convenience of food they like to be available on-demand wherever they are, AM or PM.”
McDonald’s Australia’s director of marketing Jo Feeney claims they were simply listening to their customers’ demands.
“They told us they wanted our most iconic burgers and nuggets available all day – just as they had told us they wanted breakfast options available all day, a few years ago,” Ms Feeney said.
“We’ve had an amazing response from customers, with people enjoying their Macca’s favourites – whether that’s a cheeseburger, hotcakes, nuggets or McMuffin – whenever they want.”
Judy Sahay, managing director of marketing company Crowd Media Group revealed:
“In 2019, Millennials in particular don’t want to be told when they can have their breakfast. We are spoilt for choice as many cafes are also opening up all day breakfast,”
“Also Instant gratification, people want things now. If the consumer feels like a sausage and egg muffin at 2pm they want this now. They don’t want to wait till tomorrow at 6am.”