--- title: America Is Loving McDonald's Egg McMuffins More Than Big Macs description: Market research finds that McDonald's all-day breakfast menu is bringing in customers who are spending more on each visit. authors: - name: Martha C. White role: Writer url: https://money.com/author/martha-c-white/ education: BA, English, Princeton University at_money_since: 2015 articles: 350 covers: - Business - Banking - Career Advice - Credit - Credit Cards - Debt - Economy and Politics - Education - Federal Reserve Rate Cuts - Health and Wellness - Housing - Identity Theft - Insurance - Investing - Lifestyle - Loans - Mortgages - Personal Finance - Professional Services - Retirement - Shopping - Taxes - Technology published: '2015-12-09T15:57:31.000Z' modified: '2024-04-16T09:18:33.000Z' section: Business tags: - all-day breakfast - Egg McMuffin - Fast Food - fast food chains - Mcdonald's - mcdonald's sales - pubdesk word_count: 275 canonical: https://money.com/mcdonalds-all-day-breakfast-sales/ type: Article source: structured-blocks --- > **Disclosure:** We research all brands listed and may earn a fee from our partners. Research and financial considerations may influence how brands are displayed. Not all brands are included. [Learn more](https://money.com/page/disclaimer/). ![151209_EM_McDBreakfast](https://img.money.com/2015/12/151209_em_mcdbreakfast.jpg) McDonald's launched all-day breakfast [in October](https://money.com/mcdonalds-all-day-breakfast/) in a bid to stem flagging sales, and although some franchisees griped about having to juggle two menus at once, it seems they're the only ones complaining. Everyone else has their mouths full of Egg McMuffin. A new study by market research firm the NPD Group, cited by the *[Wall Street Journal](http://www.wsj.com/articles/mcdonalds-all-day-breakfast-is-luring-in-customers-study-finds-1449609778)*, finds that a third of the people who bought breakfast at McDonald's at a non-breakfast time of day hadn't been to a McDonald's at all anytime in the previous month. This indicates that the all-day breakfast menu is bringing in people who wouldn't otherwise eat at the fast-food chain, which is a huge win for McDonald's. ##### [![Best college education image](https://content.money.com/wp-content/themes/money2018/img/college-site-banner-02.png)](https://best-colleges.time.com/money/search-colleges/?xid=cm-mcpFindTheCollegeWidget) These findings mirror what the YouGov BrandIndex found in October, when consumer perception of McDonald's reached a two-year high. It also found that nearly half of diners who get breakfast at restaurants would consider McDonald's the next time their morning commute included a stop at the drive-thru — a significantly higher percentage than both the industry average and McDonald's previous ranking. McDonald's president Michael Andres had suggested that all-day breakfast could be a ["catalyst"](http://www.wsj.com/articles/mcdonalds-set-to-offer-all-day-breakfast-1441134058) for the fast food company's turnaround, and it seems like he might be onto something. Market research firm Technomic predicted in an [April blog post](https://blogs.technomic.com/mcdonalds-biggest-opportunity-mcmuffins-all-day-or-higher-pay/), “Demand is apparently robust for all-day breakfast… all-day breakfast could be a much-needed win,” and their prediction seems to be coming true. The NPD Group's new research found that most people ordering breakfast were doing so at lunchtime, and 61% were buying non-breakfast food during their visits as well, which boosted spending. **Read Next: [5 Things to Know About McDonald's All-Day Breakfast](https://money.com/mcdonalds-all-day-breakfast/)** ```json { "@context": "https://schema.org", "@graph": [ { "@type": "BreadcrumbList", "@id": "https://money.com/mcdonalds-all-day-breakfast-sales/#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://money.com" }, { "@type": "ListItem", "position": 2, "name": "Business", "item": "https://money.com/business/" }, { "@type": "ListItem", "position": 3, "name": "Franchise", "item": "https://money.com/franchise/" }, { "@type": "ListItem", "position": 4, "name": "America Is Loving McDonald's Egg McMuffins More Than Big Macs" } ] }, { "@type": "WebSite", "@id": "https://money.com/#website", "url": "https://money.com", "name": "Money", "publisher": { "@id": "https://money.com/#organization" } }, { "@type": "WebPage", "@id": "https://money.com/mcdonalds-all-day-breakfast-sales/#webpage", "url": "https://money.com/mcdonalds-all-day-breakfast-sales/", "name": "America Is Loving McDonald's Egg McMuffins More Than Big Macs", "isPartOf": { "@id": "https://money.com/#website" }, "datePublished": "2015-12-09T15:57:31.000Z", "mainEntity": { "@id": "https://money.com/mcdonalds-all-day-breakfast-sales/" }, "inLanguage": "en-US", "breadcrumb": { "@id": "https://money.com/mcdonalds-all-day-breakfast-sales/#breadcrumb" }, "dateModified": "2024-04-16T09:18:33.000Z" }, { "@type": "Article", "headline": "America Is Loving McDonald's Egg McMuffins More Than Big Macs", "articleSection": "Business", "image": [ { "@type": "ImageObject", "url": "https://img.money.com/2015/12/151209_em_mcdbreakfast.jpg", "width": 2100, "height": 1420, "caption": "151209_EM_McDBreakfast" } ], "author": [ { "@type": "Person", "name": "Martha C. White", "url": "https://money.com/author/martha-c-white/", "@id": "https://money.com/author/martha-c-white/#author", "image": "https://img.money.com/2014/01/martha.png?w=350&h=430&crop=1", "jobTitle": "Writer", "alumniOf": "BA, English, Princeton University", "worksFor": { "@id": "https://money.com/#organization" } } ], "publisher": "https://money.com/#organization", "datePublished": "2015-12-09T15:57:31.000Z", "description": "Market research finds that McDonald's all-day breakfast menu is bringing in customers who are spending more on each visit.", "abstract": "Market research finds that McDonald's all-day breakfast menu is bringing in customers who are spending more on each visit.", "@id": "https://money.com/mcdonalds-all-day-breakfast-sales/", "inLanguage": "en-US", "dateModified": "2024-04-16T09:18:33.000Z", "wordCount": 275, "keywords": [ "all-day breakfast", "Egg McMuffin", "Fast Food", "fast food chains", "Mcdonald's", "mcdonald's sales", "pubdesk" ], "about": [ { "@type": "Thing", "name": "Business", "sameAs": [ "https://en.wikipedia.org/wiki/Business" ] }, { "@type": "Thing", "name": "Franchising", "sameAs": [ "https://en.wikipedia.org/wiki/Franchising" ] } ] } ] } ```