Actually McD started working with all day breakfast in limited markets 2006, and it always failed. They were desperate about their dropping sales so they went national with it anyway. It immediately ran into all the problems nationally it had run into locally. But they were pigheaded and unwilling to admit they were wrong.
Which proves to me that they were dumb then, and were still dumb in 2015 when they launched all-day breakfast around the country. The problem is, that when you provide something to a large number of people, they get used to having access to it. Then, after a period of years, it is taken away at a time convenient for the company to do it, ie., lockdown. Had they taken notice of the failure in the market all those years ago, they could have saved themselves a lot of money. As I mentioned in one of my comments to someone else, no matter what time of day I go to McDonald's here, I have to pull up and wait for a burger and fries to get done. I don't order anything special, just what's on the menu. If I have to sit in my car and wait for a burger and fries to be cooked, why can't I wait for them to cook me a breakfast sandwich? I don't mind waiting. That's the choice I make when I go there.