McDonalds Corp. is embarking on its biggest operational change in years with plans to offer breakfast items all day at its more than 14,300 U.S. restaurants.

The move to all-day breakfast, which McDonalds has been testing since March and will start Oct. 6, was approved in a vote by franchisees last week and affirmed Tuesday by a franchisee leadership council, the company said.

The expansion marks the latest initiative under Chief Executive Steve Easterbrook, who took over on March 1 vowing to revamp the burger giants stale image and end a sales slump in the U.S. that began nearly three years ago.

McDonalds customers for years have asked the company to sell breakfast items past the traditional 10:30 a.m. cutoff, but the challenges of cooking Egg McMuffins alongside Big Macs deterred the company. In an interview, McDonalds USA President Mike Andres said it is the biggest strategic move the company has made since it rolled out its McCafe line of coffee and espresso drinks across the U.S. in 2009.

This is the consumers idea. This is what they want us to do, Mr. Andres said. Thats why I think this could be the catalyst for our turnaround.