An initial analysis of McDonald's switch to all-day breakfast offerings found that the strategy is attracting new customers and increasing its business during lunch hours.
Market research firm NPD group this week released data regarding the fast food giant from its monthly survey, which tracks all restaurant and retailer receipts from some 27,000 participants.
The study found that in the month after Oct. 6, one-third of people who purchased breakfast items after the previous cutoff of 10:30 a.m. hadn't visited a McDonald's in the prior month.
In addition, a majority of people who bought breakfast foods during lunch hours also bought non-breakfast items, which could generate additional consumer spending during normally slow-growing hours.
"It’s early and there are other questions to answer as time goes on, but for now it is working," said NPD restaurant industry analyst Bonnie Riggs.
McDonald's will report its fourth quarter financial results — which will provide a better picture of the strategy's effectiveness — next month.