A McDonald's Egg McMuffin and hash browns.
Justin Sullivan—Getty Images
By Melissa Chan
December 9, 2015

They’re lovin’ it.

The launch of McDonald’s all-day breakfast has attracted more customers, a new study shows.

Market researcher NPD Group Inc. says more people have flocked to the Golden Arches since the fast-food chain started serving breakfast all-day nationwide on Oct. 6, the Wall Street Journal reported Tuesday.

Most of the customers who ordered breakfast foods did so at lunch, according to the newspaper. McDonald’s had previously stopped serving its breakfast menu at 10:30 a.m.

The study also said one-third of customers who bought breakfast after 10:30 a.m. hadn’t visited McDonald’s at all in the month before the big change.

“That’s pretty significant,” NPD restaurant analyst Bonnie Riggs told the Wall Street Journal.

The study was based on a database of receipts from more than 27,000 survey participants in the month before and after the launch.

[WSJ]

Contact us at editors@time.com.

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