McDonald's today answered one of the burning questions of our time: No, it has no plans to offer breakfast all day long.
Breakfast is important to the company in that it accounts for 24% of McDonald's US sales and 28% of transactions, said McDonald's USA Chief Operating Officer Jan Fields said in a webcast news conference. "Breakfast all day is certainly something we'll always take under consideration, but I can fairly tell you it's not something that is going to happen for a long time."
Most McDonald's close off breakfast food by 11 am, a point not lost in the Adam Sandler movie "Big Daddy."
The declaration today, a day after McDonalds added breakfast burritos to its menu, along with a host of upscale coffee drinks, and specialty beverages such as iced tea, frappes, smoothies and bottled beverages to stores.
The burrito contains 610 calories, 1,390 grams of sodium and 36 grams of fat, including 14 grams of saturated fat and 0.5 grams of trans fat, The Chicago Sun-Times reported.
That's diet food when compared to Hardees recently announced Country Breakfast Burrito. That two egg omelette, bacon, sausage, diced ham, cheddar cheese, hash browns and sausage gravy, all wrapped inside a flour tortilla concoction packs 920 calories and 60 grams of fat. The Hardees "sandwich" accounts for approximately two-thirds of an average person's daily caloric intake, according to the U.S. government's Center for Nutrition Policy and Promotion.
The Center for Science in the Public Interest, a Washington-based advocate for nutrition and health, has called the Hardees' line of Thickburgers "food porn." "A good rule of thumb is that if a burger needs a comma in its calorie count, it's virtually impossible to fit into a healthy diet," the group said.
McDonald's is also trying to make sure it keeps its slice if the breakfast market because rival Wendy's is also creating a breakfast menu and others such as Burger King and Starbucks already are trying to cash on the breakfast trend. According to a United Press International story only Jack in the Box restaurants serve the entire menu, including breakfast, all day.
McDonalds is already in one breakfast war - over spam. In Hawaii anyway. Burger King this summer started featuring Spam for breakfast in Hawaii where the food is a delicacy - an item McDonald's has offered for a number of years.
Published reports says Hawaiians have a love affair with Spam, adding it to soups and stews, treating it as a side dish for breakfast, and enjoying it as the main event for lunch and dinner. Residents of Hawaii consume more Spam than populations anywhere else in the world: More than four million cans every year, or an average twelve cans of Spam per person per year. Hawaii is so well associated with Spam that Hormel even introduced a limited edition "Hawaii" can in 2003.
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