Have you taken advantage of McDonald’s new all-day breakfast yet? It’s admittedly pretty cool to be able to walk into a McDonald’s at any hour of the day or night and get an Egg McMuffin, but will it drastically change how often you visit McDonald’s, and the amount of money you spend there with you do? In the breakfast game, it’s Taco Bell’s breakfast menu that will win out in the long run, both in terms of revenue and novelty. Here are a few reasons why.
1. McDonald’s Breakfast Menu Will Always Be Boring
Sausage and cheese on an English muffin at 7 p.m. is still just sausage and cheese on an English muffin. A tortilla filled with bacon, egg, cheese, jalapeño sauce, and a hash brown always wins out.
2. Most People Still Want to Eat Breakfast for Breakfast
Plenty of people will go buy an Egg McMuffin at 9 p.m. for the novelty of it, but eventually that prized novelty that McDonald’s works so hard to covet will wear off, and at the end of the day they’ll go back to eating breakfast during normal breakfast hours.
3. Taco Bell’s Bump Was Much Bigger
According to the New York Post, in the weeks after Taco Bell added breakfast to its menu weekly customer traffic jumped by a staggering 20 to 25 percent. In the weeks after McDonald’s added all-day breakfast, the increase was a still-respectable but not nearly as good nine percent.
The simple fact of the matter is, McDonald’s is banking on novelty right now, not culinary ingenuity. At the end of the day, Taco Bell’s breakfast is simply better, no matter the time of day.