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CNBC reports that "perception of the McDonald's brand hit its highest point in two years, according to YouGov BrandIndex, a consumer research firm that keeps tabs on the fast-food chain."

The reason? McDonald's much-publicized decision to serve breakfast all day.

According to the story, "McDonald's all-day-breakfast marks its biggest initiative in years — a move aimed both at answering consumer demand for breakfast throughout the day and helping boost traffic at the massive, struggling chain ... People who love breakfast at fast-food chains were clearly drawn to McDonald's big move. Among adults over the age of 18 who eat breakfast at a restaurant at least once a month, some 46 percent of them say they might eat at McD's for their next meal. That's up from 39 percent in July."
KC's View:
Even as someone who has roundly criticized McDonald's for years, I have to say that I think this is a great idea ... on those rare times when I stop at a Mickey D's when on the road and it is the only option, I'm sure I'll be choosing Egg McMuffins.