McDon­ald’s to test all-day break­fast in USA

The China Post - - WORLD BUSINESS -

A McMuf­fin for din­ner? It might hap­pen, as McDon­ald’s USA plans to test an all-day break­fast at some lo­ca­tions in the San Diego area start­ing next month.

The com­pany said in a state­ment that the test is in re­sponse to cus­tomers who have said they’d like to eat break­fast foods out­side the typ­i­cal morn­ing hours that they are served.

The world’s largest restau­rant chain said the test will in­clude a par­tial menu and fea­ture some of McDon­ald’s break­fast sand­wiches and hash browns. The com­pany didn’t say which sand­wiches would make the cut.

Fans of McDon­ald’s break­fast menu have long wanted the op­tion to get break­fast at McDon­ald’s af­ter 10:30 a.m. But of­fer­ing both the break­fast and lunch menu had been con­sid­ered lo­gis­ti­cally im­pos­si­ble, given the tight kitchen spa­ces of the restau­rants. McDon­ald’s had even tweeted about the topic in Fe­bru­ary, say­ing it doesn’t serve break­fast all day be­cause its grills “just aren’t big enough for break­fast and lunch.”

Still, Jeff Strat­ton, head of McDon­ald’s USA, said in an in­ter­view with The As­so­ci­ated Press that same month that the com­pany was tak­ing a look at how it could make break­fast avail­able later in the day.

The push to make break­fast out­side nor­mal hours partly 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.

McDon­ald’s said Mon­day that it was too early to spec­u­late on any out­comes from the test.

Jan­ney Cap­i­tal Mar­kets had re­leased an an­a­lyst note ear­lier Mon­day say­ing that their in­dus­try sources had told them that McDon­ald’s planned to test all-day break­fast in the U.S. The an­a­lyst note was re­leased be­fore McDon­ald’s con­firmed the re­port.

“Hav­ing those break­fast items avail­able to sell all day would also serve as a re­minder to cus­tomers (and the me­dia. and Wall Street). that McDon­ald’s does in­deed have crave­able food to sell,” Jan­ney an­a­lyst Mark Kalinowski wrote.

Shares of McDon­ald’s Corp., based in Oak Brook, Illi­nois, added 90 U.S. cents to US$97.86 in af­ter­noon trad­ing.

AP

In this Wed­nes­day, Sept. 12, 2012, file photo, Car­los Gon­za­lez and Elsa Guz­man eat break­fast at a McDon­ald’s restau­rant, in New York.

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