McDonald’s expanded bakery line to appeal to 51% of brand-centric US consumers, says GlobalData

Following today’s news (Wednesday 7 October) that McDonald’s has released new bakery items for the first time in almost a decade;

Carmen Bryan, Consumer Analyst at GlobalData, a leading market research company, offers her view:

“In a survey by GlobalData, nearly half (43%*) of consumers plan to eat breakfast outside of the home less often or stop altogether. This represents a significant loss for budget operators such as McDonald’s, wherein the convenient, cheap and fast-served breakfast items have always been popular among morning commuters.

“That said, the fast-food giant is taking a sensible approach. Rather than reintroducing standard menu items to its breakfast offerings, which may be slightly more complicated and costly to make, the company is expanding with simple yet indulgent bakery treats that may spark consumers’ curiosity. This new bakery line-up will prove a vital testing point for McDonald’s in the coming months. Should it help revitalize the brand’s breakfast occasions, we are likely to see further menu expansion across its stores.

“There is more hope for the brand, as GlobalData’s survey found that, since the COVID-19 outbreak, 51% of consumers plan to only buy products from their favorite brands – given McDonald’s significant following, this is a positive sign for future sales.”

* GlobalData’s US recovery tracker survey, published on 23 September, Combined responses: slightly less often, significantly less often, stop altogether

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