McDonald's to franchisees: All-day Egg McMuffins could boost sales 2.5%

McDonald's Corp. (NYSE: MCD) may witness a sales boost if it pushes breakfast items beyond morning hours, according a presentation made by Mike Andres, the company’s president of U.S. operations, to franchisees this month.

CEO Steve Easterbrook, who took over in March, has pushed the chain to slim down an overstuffed menu and improve its image to customers. Sales in 2014 were at their lowest point since 2001, and McDonald's has experimented with all-day breakfast sales in select markets since April in an effort to regain lost ground.

According to Andres, offering the company’s Egg McMuffin all day could increase sales as much as 2.5 percent a year and generate per-store profits of $31,000. The change might also lift guest counts as high as 2.3 percent.

McDonald's restaurants also could boost sales by as much as 1.9 percent and generate per-store profits of $19,000 a year based on selling biscuit-based sandwiches during all-day breakfast. McDonald's also is exploring the potential to cook and serve hash browns all day, according to the presentation notes.

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