McDonald’s (NYSE:MCD) rose in morning trades as the world’s largest burger chain plans to start selling all-day breakfast across the United States on October 6.
Shares advanced 1.6% to $94.96 at 9:56 a.m. in New York.
The move to all-day breakfast was approved in a vote by franchisees last week and affirmed Tuesday by a franchisee leadership council, the Oak Brook, Illinois-based company said.
Franchisees own about 90 percent of the company’s roughly 14,350 restaurants in the U.S.
Under the new plan, restaurants will sell either muffin- or biscuit-based sandwiches, along with hot cakes, sausage burritos, fruit-and-yogurt parfaits, oatmeal and hash browns.
Chief Executive Officer Steve Easterbrook, who took over on March 1, has vowed to revamp the burger giant’s stale image and end a sales slide in the U.S. that started nearly three years ago.
McDonald’s customers for years have asked the company to sell breakfast items past the traditional 10:30 a.m. cut-off, but the challenges of cooking Egg McMuffins alongside Big Macs deterred the company.
McDonald’s began testing all-day breakfast about six months ago in San Diego and later in Nashville and Mississippi, and in June, convened a seven-member task force of franchisees to study a nationwide rollout.