Make us your home page
Instagram

Longer breakfast hours for McDonald's could be in works

OAK BROOK, Ill. — McDonald's is in the early stages of looking at whether it can make breakfast available later in the day.

Fans of the Egg McMuffin and Sausage Biscuit have long wanted the option to get breakfast at McDonald's after 10:30 a.m. But offering both the breakfast and lunch menu was considered logistically impossible, given the tight kitchen spaces of the restaurants.

Still, it's an option the chain is eyeing more seriously at a time when people's eating habits are changing — particularly those coveted customers in their 20s and 30s 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.

A representative for McDonald's, Lisa McComb, said after the interview that there are no tests currently in place for the extended breakfast hours.

McDonald's has long entertained the idea of serving breakfast throughout the day. But the chain has been inching closer to making the idea a reality as it faces heightened competition and slumping sales. Last year, for example, the company 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 outside normal hours 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.

To cater to evolving tastes, the chain is also offering newer items such as chicken McWraps and the option to substitute egg whites in any breakfast sandwich.

As for extending its breakfast hours, McDonald's is known for treading extremely carefully when discussing any tests or potential changes. Such matters are considered sensitive in large part because they would require the support of the company's network of franchisees.

In the U.S., about 90 percent of the company's more than 14,000 U.S. restaurants are run by franchisees, who bear the responsibility of training employees and buying new equipment to accommodate any changes.

Longer breakfast hours for McDonald's could be in works 02/24/14 [Last modified: Monday, February 24, 2014 11:55am]
Photo reprints | Article reprints

© 2017 Tampa Bay Times

    

Join the discussion: Click to view comments, add yours

Loading...
  1. Seasoned cast scores an extra-base hit for St. Petersburg Opera with 'Faust'

    Stage

    TAMPA — Charles Gounod's Faust sets the table early. The world-weary philosopher immortalized in a dramatic poem by Johann Wolfgang von Goethe is in his study, lamenting his state of affairs. He's willing to give away everything he has to be young again, even his soul.

    The St. Petersburg Opera Company begins its season with Faust, in a production seemingly aligned with the original intent of French composer Charles Gounod and librettists Jules Barbier and Michel Carre. [St. Petersburg Opera Company]
  2. Blake High grad Taylor Trensch lands lead role in 'Dear Evan Hansen' on Broadway

    Stage

    For those who saw Taylor Trensch grow up in Tampa, his rise from promising student to star is heartwarming and entirely predictable. In January, Trensch, 28, will be moving into the title role of Dear Evan Hansen on Broadway, one of the hottest tickets in theater.

    Taylor Trensch, a 2007 Blake High graduate, will play the title role in Broadway's Dear Evan Hansen. Courtesy of Frank Trensch.
  3. A scene from "Epiphany."
  4. Top things to do in Tampa Bay for Oct. 22

    Events

    Clearwater Jazz Holiday: The Avett Brothers: The Avett Brothers, with their blend of folk, bluegrass and rock, lead the lineup. 1:30 p.m., Coachman Park, 301 Drew St., Clearwater. $16 per day, $45 reserved, $170 VIP. (727) 461-5200.

    AUSTIN, TX - MARCH 15:  (L-R)  Joe Kwon, Bob Crawford, Seth Avett, and Scott Avett of The Avett Brothers pose for a portrait at the "May It Last: A Portrait Of The Avett Brothers" Premiere - 2017 SXSW Conference and Festivals on March 15, 2017 in Austin, Texas.  (Photo by Matt Winkelmeyer/Getty Images for SXSW)
  5. Top things to do in Tampa Bay for Oct. 21

    Events

    Conor Oberst: The Bright Eyes mastermind will be joined by opener, the Felice Brothers. 8 p.m., Capitol Theatre, 405 Cleveland St., Clearwater. $30.50-$36. (727) 791-7400.

    Handout photo of Conor Oberst, performing Oct. 21 at the State Theatre in St. Petersburg. Credit: Grandstand Media