November 27, 2007 / 3:39 PM / 12 years ago

No breakfast fare all day at McDonald's USA-COO

CHICAGO, Nov 27 (Reuters) - McDonald’s Corp (MCD.N) is not planning to offer breakfast selections all day in the United States, a top U.S. executive said on Tuesday, but the company is looking for other ways to expand that profitable business.

“Breakfast all day is certainly something we’ll always take under consideration, but I can fairly tell you it’s not something that is going to happen for a long time,” Jan Fields, chief operating office of McDonald’s USA, said during a Webcast news conference with reporters.

Breakfast is the most profitable meal for McDonald’s USA, Fields said, although she would not say what percentage of the company’s earnings come from the meal.

Breakfast accounts for 24 percent of McDonald’s sales and 28 percent of transactions, she said.

McDonald’s can increase the breakfast business with extended hours and by offering Wi-Fi in more restaurants, among other things, she said.

The company has also offered new items, like stronger coffee, to help boost the business and on Tuesday it introduced a new sausage breakfast burrito.

McDonald’s is facing increasing competition in the fast-food breakfast arena, with Wendy’s International Inc WEN.N ramping up that business and even Starbucks Corp (SBUX.O) selling breakfast sandwiches.

McDonald’s has said in the past that a new restaurant format could make all-day breakfast service possible, but Fields said on Tuesday that such a move was not in the company’s near- or longer-term plans.

McDonald’s shares were up 41 cents at $57.23 in morning New York Stock Exchange trade. The stock has risen about 29 percent this year. (Reporting by Brad Dorfman; Editing by Lisa Von Ahn)

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