McDonald’s Looking to Extend Breakfast Hours Past 10:30AM

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McDonald's Breakfast Menu Time

McDonald’s is looking at extending their breakfast hours to past 10:30am.

McDonald’s considers it logistically impossible offering both the breakfast and lunch menu given the tight kitchen spaces of the restaurants.

Although, they still haven’t written the idea completely off. They are becoming more serious because people’s eating habits are changing especially their target market, customer’s in their 20s and 30s, also known as Millennials.

“We know, as an example, that breakfast on the weekend cut off at 10:30 doesn’t go very well,” Jeff Stratton, head of McDonald’s USA, said in an interview.

Stratton declined to provide any details on how McDonald’s would adjust kitchen operations to make breakfast later in the day.

“Well, we’re just beginning. … We’re just taking a look at it,” he said.

McDonald’s has long entertained the idea of serving breakfast throughout the day, but has slowly been inching closer to making the idea a reality as they face heightened competition and slumping sales. Last year, McDonald’s began offering an “After Midnight” menu at select locations. The menu, available from midnight to 4 a.m., consisted of a limited mix of breakfast and lunch items so kitchen operations wouldn’t be overwhelmed.

The push to make breakfast past 10:30am also reflects how McDonald’s is working to keep pace with shifting habits. In particular, executives have noted that customers increasingly want foods personalized to their tastes and schedules.

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