NEWS’ link :http://www.theguardian.com/business/2014/sep/16/mcdonalds-mcbrunch-trademark-breakfast-food
Recently, the breakfast market is attractive. The breakfast segment is one of the company’s fastest-growing and most profitable day segments. Peter Benson, McDonald’s CFO, said in a company earnings call this spring. “From a profitability perspective, breakfast is the strongest. And so we’ll continue to focus on our breakfast opportunities.” However, many other companies also pay attention on the breakfast segment. Starbucks expanded its food menu this past spring to include more morning sandwiches. Burger Kings adds burgers into their breakfast menu.
From my perspectives, focusing on the breakfast market is a right decision, because nowaday fast food companies can get more profits from the breakfast market. More and more people need to eat fast food at breakfast due to the busy work or study. However, if McDonald’s want to get success in the breakfast market, it has to offer some special breakfast food, because many other fast food companies also pay attention to the breakfast market. In conlusion ,Mcdonald’s facse a lot of chances and risks on the breakfast business.