McDonald's expands its breakfast fare

March 10, 2012 at 2:25 PM
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OAK BROOK, Ill., March 10 (UPI) -- U.S. fast food giant McDonald's is trying to take bigger share of the restaurant industry's breakfast dollars, starting in New England, industry experts said.

"I don't think starting in New England is by accident. McDonald's has got to react to competition," said Ron Paul, president of the restaurant consulting firm Technomic Inc., referring to the roll out of scones, banana bread, muffins and danish at the hamburger chain's stores in the Northeast.

The expanded breakfast menu, some say, is a direct response to the success of Dunkin' Donuts.

With the McCafe already in place as a chance for the chain to capture the attention of coffee drinkers, the pastries will be offered throughout the day, not just during breakfast hours, The Boston Globe reported.

"It's all part of over seven years of growth that's unprecedented in the industry,'' said Dennis Lombardi, executive vice president of WD Partners, a restaurant design consulting firm.

"If I wanted to just get coffee and a scone, McDonald's wasn't on my radar screen before,'' Lombardi said.

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