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McDonald’s tests service of all-day baked goods

McDonald’s tests service of all-day baked goods


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McDonald’s is testing several baked goods that are sold all day at New England restaurants, company spokeswoman Ashlee Yingling confirmed.

According to a report in the Boston Globe, the items include a cheese Danish, muffins, banana bread and a vanilla scone, and are being tested near Boston.

The test includes just over 600 locations, including franchised and company-owned restaurants in New England and Albany, N.Y., Yingling said.

Breakfast, which McDonald’s Corp. has said accounts for about 25 percent of sales, has been a big focus for the Oak Brook, Ill.-based quick-service chain’s menu development over the past few years. In the first quarter of 2011, McDonald’s introduced Fruit & Maple Oatmeal, and it rolled out the Breakfast Dollar Menu nationwide at the beginning of 2010.

The McCafé lineup of espresso beverages, Frappes and Real Fruit Smoothies has also been cited as a major sales driver since its introduction in May 2009.

McDonald’s had not returned a call for comment at press time.

Eric Giandelone, director of foodservice research at Chicago-based Mintel, said breakfast baked goods should complement not only McDonald’s morning menu, but also its efforts to reimage its locations with a more upscale environment.

“These items aren’t traditional McDonald’s items, but they’re what you see at a Starbucks or Caribou Coffee, places that McDonald’s increasingly competes with,” he said. “It’s another layer to keep people from going to those stores. You may not always want a heavy protein-and-egg option, but a scone may be appropriate for a mid-morning snack.”

The other benefit is being able to serve the baked goods all day, and thus extend some breakfast sales beyond the morning hours, Giandelone said. While McDonald’s and most quick-service chains do not have the equipment to sell hot breakfast items, like Egg McMuffins, all day, they could execute all-day baked-good sales, as it already is starting to do with Fruit & Maple Oatmeal and Cinnamon Melts, he said.

“Certainly, there is that logistical challenge where you only have so much grill space and fryer capacity, which have to turn over at 10:30 a.m.,” he said. “It’s fairly easy to do [baked goods] in a way that stays separate in the back-of-the-house.”

Wendy’s also sells its baked goods all day in its breakfast daypart test, even though breakfast sandwiches are not sold past 10:30 a.m.

McDonald’s also reportedly will make changes to its Dollar Menu at the end of March, removing the small order of French fries and small soft drink, replacing those items with cookies and small ice cream cones. In addition, a new “Extra Value Menu” grouping on the chain’s signage will be branded to call attention to menu items priced between the Dollar Menu and Extra Value Meals.

Giandelone said further moves to balance out menus are likely as McDonald’s continues to innovate while trying not to let “menu expansion get out of control.”

“They took the small fry and small drink off the Dollar Menu, which makes the franchisees happy, and putting a baked good like a cookie on there calls those items out more,” he said. “I don’t know how much people really know that McDonald’s does items like this.”

McDonald’s operates or franchises more than 33,000 restaurants worldwide, including more than 14,000 in the United States.

Editor's note: This story has been updated with comments from McDonald's.

Contact Mark Brandau at [email protected]
Follow him on Twitter: @Mark_from_NRN


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.


McDonald's adds 1st breakfast bakery items in 8 years

This trio of sweetened baked goods joins the McDonald's all-day breakfast lineup. (Photo: Provided)

For the first time in eight years, McDonald's is introducing new breakfast bakery items in line with both the QSR breakfast wars and the sugary spirit of Halloween.

The trio of baked confections officially join McDonald's core U.S. menu on Oct. 28, according to a news release, and include:

  • Apple Fritter: A classic fried fritter made with cinnamon and apples, drizzled with icing.
  • Blueberry Muffin: A muffin made with real blueberries and a streusel crumb topping.
  • Cinnamon Roll: Pastry dough baked with layers of cinnamon, topped with cream cheese icing.

"McDonald's has been famous for our savory breakfast menu for almost 50 years," Linda VanGosen, McDonald's USA vice president, Brand and Menu Strategy, said in the release. "We're continuing our breakfast innovation by adding tasty new sweet options with our new McCafé Bakery lineup. We know our customers deserve a break now more than ever, and are excited to give them another reason to visit their favorite breakfast destination by offering delicious flavors they crave, any time of the day."

McDonald's is based in Chicago and has about 14,000 U.S. restaurants.

Keep up with what's happening in the restaurant industry

Subscribe now to the Restaurant Operator Daily, which brings you the top stories from Fast Casual, Pizza Marketplace, and QSR Web.



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