How McDonald's US has beaten off rivals

Since then, McDonald's implemented its "Plan to Win." That plan won, basically. The company added new dayparts and found reasons to get customers to come in more frequently. Gordon told me about a time when he went there at 3 p.m. one afternoon, typically a dead time for restaurants. "The place was hopping," he said. The reason: snack items and coffee, smoothies and free wifi and restaurants that have been remodeled. Gordon also believes that McDonald's strong breakfast daypart give it a halo effect that lasts through lunch.