In an email to franchisees, McDonald’s US President Mike Andres called the all-day breakfast launch a success. However, this article points to a survey of U.S. franchisees that disagree.

Questions:
1. Why are McDonald’s franchisees saying that the all-day breakfast launch has been a nightmare? List the reasons and rank them according to your opinion of their importance.
2. When did the all-day breakfast menu launch nationally?
3. Why is McDonald’s doing this launch now?
4. In your opinion, is it a good thing? How long should the company track it before claiming success or failure?
5. What performance measures do you think should be tied to the launch?

Source:
Peterson, H. (2015). McDonald’s franchisees say all-day breakfast is a nightmare. Business Insider, Oct. 15 (Retrievable online at http://www.businessinsider.com/mcdonalds-franchisees-say-all-day-breakfast-is-a-nightmare-2015-10)