McDonald’s Dream Come True? Two Words: Extended Breakfast

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Everyone who knows anything knows what McDonald’s (NYSE:MCD) is best at: breakfast. But what do you know about the beloved Egg McMuffin and Sausage Biscuits at Mickey D’s? They’re only available before 10:30 a.m. — a big problem for the late risers that the breakfast is known to attract. That’s why McDonald’s is now reported to be reconsidering its plan of attack, reflecting significant news for consumers who have long campaigned for extended breakfast hours, but have faced consistent rejection.

According to the Associated Press, Jeff Stratton, head of McDonald’s USA, said in an interview that the world’s largest fast food chain is now looking into the possibility of offering its breakfast later in the day. McDonald’s has long recognized that its customers wanted longer breakfast hours, but until now, the company never considered any extension on account of the logistic complications involving tight kitchen spaces executives faced. That issue is still as relevant as ever, but this is the first time McDonald’s appears to be trying to rectify it — likely because the chain is now suffering slow sales and a drop in foot traffic on account of a growing health-conscious Millenial population and their minimized desire to eat out.

The Associated Press reported Monday that Stratton declined to offer any details about how McDonald’s could adjust its kitchen operations to support a later breakfast time, and he continued to maintain, “Well we’re just beginning. … We’re just taking a look at it.” However, this is still exciting news for the McDonald’s faithful who have long petitioned for later breakfast times, because their dream could be in sight.

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