That request makes sense given the heightened competition, but some franchisees see an unspoken motive behind the program. Their suspicions arise from remarks McDonald’s CEO James Skinner made in September, when he told investors that all-day breakfast could be possible with a new cooking system under development in the company’s innovation center in Romeoville. After his comments, McDonald’s representatives quickly told the press that Mr. Skinner was merely “painting a picture of what is possible” and that all-day breakfast might never happen.
