McDonald's (MCD) All-Day Breakfast Arrives

To the delight of many McDonald's (NYSE: MCD) fans, all-day breakfast from the fast food giant is finally here.

Today at 10:30AM, instead of the "sorry, we just switched over to lunch" phrase being echoed all across America, it was "yes, what would you like to have an Egg McMuffin or Sausage Egg and Cheese biscuit."

For years breakfast fans have been dreaming of this day and now it's here.

Analysts see the move boosting the bottom-line at McDonald's short-term and long-term. RBC Capital analyst David Palmer sees an initial lift upwards of 4pp+ and sustained lift of 2pp+. The firm's fourth quarter US SSS estimate is +1%, reflecting an all-day breakfast boost.

The company is also optimistic. In announcing the move in September 2015, following a franchisee vote, McDonald’s USA President Mike Andres said "this could be the catalyst for our turnaround." The executive gave consumers' credit for the idea. "This is what they want us to do," he said.

It doesn’t matter how we did it, what’s important is that it’s here. #AllDayBreakfast Now, join the celebration. pic.twitter.com/62flgZnRcn

— McDonald's (@McDonalds) October 6, 2015

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