3. Introduction
Summer 2012- After Midnight value menu
introduced in test markets
Early 2013- Erratic 1st quarter sales, menu items
added, After Midnight menu implemented.
Late 2013- 4th quarter sales declines, McGrath
(2014) reports that about 200 companies attribute
inclement weather to low sales. Ciura (2014)
reports declining traffic as Americans look for
healthier dining options.
4. The Opportunity
Moving forward in 2014.
After Midnight value menu appeals to Gen Y
consumers
Additional traffic-boosting promotions
Make alterations to improve appeal, sales and
traffic
5. Benefits and Risks
Benefits Risks
Equal distribution of breakfast and
dinner prevent customers from
having to settle.
Increase in costs for marketing and
production.
The change should increase traffic,
which in turn creates increased
revenue.
Sales generated may not be enough
to account for existing problems
Further establish the brand within a
market segment that has little
competition.
The percentage of customers
served during this time is growing
but still very small.
New competitive advantage
6. Final Recommendation
1. Conduct consumer research to
determine whether consumers want
more breakfast items.
2. Examine previous sales to determine
which items should be added or
removed.
3. Adjust the menu to include an equal
number of breakfast entrees and
dinner entrees.
4. Track sales records for one fiscal year
7. Highlighted References
Ciura, B. (2014, June 30). Is the Dinner Box the
Cure for What Ails McDonald's?. Retrieved from
http://www.fool.com/investing/general/2014/06/30/
is-the-dinner-box-the- cure-for-what-ails-
mcdonalds.aspx
McGrath, M. (2014, April 22). McDonald's First
Quarter Profit Falls As U.S. Same-Store Sales
Decline. Retrieved from
http://www.forbes.com/sites/maggiemcgrath/2014
/04/22/mcdonalds-first-quarter-profit- falls-as-u-s-
same-store-sales-decline/
