McDonald’s reported Quarter 3 sales and profits above estimates earlier this week. US same store sales were plus 4.6%, with a strong September fueled by the Travis Scott meal and the spicy McNuggets LTO. What got the most attention was a recap of its “Accelerating the Arches” strategy upcoming, which was advertised as the next chapter of McDonald’s evolution. It included greater awareness to connecting to communities and cultural relevance. Of note, McDonalds defined their core menu to be burgers, chicken, french fries and coffee, and specified product improvements coming. It was notable there was no discussion of breakfast. It is now widely understood in the US that all day breakfast has ended, that it was too operationally complex. Finally, McDonald’s reported that it would continue work on digital – with its first loyalty test to begin in Phoenix soon – as well as unspecified delivery and drive thru improvements. John Gordon, of Pacific Management Consulting Group, DDIFO’s financial analyst, noted that McDonald’s has been running behind Dunkin and others on digital and loyalty implementation for some considerable time. “They still have a way to go as they are just now market testing”, Gordon noted. “The lack of McDonald’s emphasis on breakfast may open opportunities for us”, he added.