After years of public outcry demanding that McDonald's breakfast options be available all day long, the Golden Arches fast food chain finally caved in and started offering limited breakfast options all day, to the delight of many as public perception of the brand is now higher than it has been in years - but for those people on the inside, the new menu option is far from agreeable.
Days after the introduction of the all-day McDonald's breakfast, customers have already greatly responded to the move, which has seen by many as a desperate attempt from the chain in the midst of its lowest sales numbers in years; but while patrons are happy, franchise owners certainly aren't.
According to Market Watch, franchise owners in the U.S. have expressed their disdain for the new all-day McDonald's breakfast strategy; in a survey of 29 franchise owners with 226 stores between them, it was revealed that the parent chain had "no plan" and were basically winging it expecting sales to grow.
"In small stores, the problems are vast with people falling over each other and equipment jammed in everywhere," one franchisee told a recent Nomura survey on the perception of the new McDonald's breakfast policy, according to Yahoo! Food.
Many franchise owners are also complaining that there's no real sales boost from the new move, either, as they're trading traffic for regular menu items for people getting McDonald's breakfasts, which are actually cheaper than the meals conceived for the rest of the day.
As The Daily Mail reports, the move has also meant hiring extra employees because of the bigger traffic and lack of planning, and the service has slowed down because of lack of capacity in the stores.
While the McDonald's breakfast idea was seen as a breakthrough in a truly poor streak from the chain, it may have been something of a curse in disguise.
