McDonald's Happy Meal Undergoes Biggest Change In 30 Years

McDonald’s Corporation MCD is changing the Happy Meal for the first time in more than 30 years.

On Monday, McDonald’s launched its new breakfast Happy Meal in 73 Oklahoma restaurants. If the market testing goes well, McDonalds could soon bring all-day breakfast Happy Meals to its locations nationwide.

McDonald’s launched its all-day breakfast menu about one year ago, and the initiative has been a big hit among customers and shareholders alike. Back in January, CEO Steve Easterbrook credited all-day breakfast for much of McDonald’s same-store sales jump in Q4.

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After McDonald’s struggled to come up with solutions to slumping sales and share prices throughout early 2015, the all-day breakfast launch reinvigorated both. McDonald’s stock is now up 19.3 percent in the past year. The company is hoping that its youngest customers could be the next all-day breakfast sales drivers.

McDonald’s all-day breakfast push has triggered responses from its market competitors as well. Yum! Brands, Inc. YUM’s Taco Bell recently added $1 offerings to its fledgling breakfast menu. Wendys Co WEN’s “4 for $4” promotion and Restaurant Brands International Inc QSR’s Burger King “5 for $4” breakfast promotions were likely a direct response to McDonald’s breakfast success.

The new breakfast Happy Meals reportedly include entrée choices of two McGriddles cakes or an egg-and-cheese McMuffin.