Dec. 09--McDonald's all-day breakfast, in the two months since its launch, is bringing in new customers and luring back others who hadn't passed though the golden arches recently, a new study shows.
Research and consultancy firm NPD Group found that a third of customers who bought breakfast foods at lunch or dinner hadn't ordered from McDonald's at all before the launch of all-day breakfast on Oct. 6.
Breakfast food orders rose to 47 percent of McDonald's total orders after the launch, from 39 percent before, according to NPD's analysis, which used a database of more than 27,000 McDonald's receipts.
All-day breakfast was launched nationwide on Oct. 6, and was heralded by observers as a shot in the arm to a company coming off years of sluggish sales. Weeks after the launch, McDonald's said all-day breakfast was driving momentum in a sales turnaround. Some franchisees complained the launch complicated their food preparation, was slowing order times and in some cases was leading customers to choose cheaper breakfast items over pricier sandwiches.
