For years, people have criticized McDonald’s for cutting off supply of breakfast items after 10:30AM. But thanks to a recent announcement from a representative of this fastfood chain, people may soon eat their favorite breakfast meal at any time of day.
The company announced that starting in April, they will conduct all-day breakfast for some branches in the San Diego area. This is a way to test the market’s response and expand the availability of the popular breakfast choices. Janney Capital Markets confirms this in a statement: “Our industry sources inform us that McDonald’s US plans to test all-day breakfast — breakfast items for sale throughout the 24-hour day — in one domestic market, with the test set to begin within the next month or two.”
Testing the waters
This is the company’s early attempt to extend breakfast hours all-day long. McDonald’s spokeswoman Terri Hickey also says in her e-mail: “We look forward to learning from this test, and it’s premature to speculate on any outcomes. We’re excited to serve our customers in this area some of McDonald’s great-tasting breakfast sandwiches, hash browns and other favorites all day long.”
This is in response to popular demand for breakfast items. Many people lament that their favorite breakfast sets are not available when they want them. If the test is successful, McDonald’s may roll it out to other markets.
Facing the limitations
The company considered the idea of an all-day breakfast since 2013. It’s only this year that they are trying it out, however. When asked why McDonald’s did not take advantage of the high demand for breakfast menu, Scott Hume from Burger Business answered:
“Limitations in the kitchen hold the brand back. It’s a shock to hear, but McDonald’s doesn’t do made-to-order breakfast. Its customer traffic is too great for that. So eggs and sausage are pre-cooked and held for breakfast sandwich assembly. At 10:30 AM, McDonald’s needs to start using its toasters and grills for burgers, chicken nuggets, and sandwich buns instead.”
McDonald’s also confirms this in a Twitter post last February 23rd: “Why don’t we serve breakfast all day? Our grills just aren’t big enough for breakfast and lunch.”If the staff focuses on breakfast choices alone, then there won’t be enough supply for other sets that are equally popular.
Change of direction
This move puts the company in a new light and direction. Despite the potential problems in the operations, they are finally willing to forego the risk by trying out this approach. They are “seeking progress than perfection” as someone said.
This is a make or break decision for one of the largest fastfood chains in the US. They may have to leave less room for producing all-day meal sets. But if they don’t extend the availability of breakfast sets, they also miss out the opportunity to generate more sales. But at least they’re opening up to the possibility.
As the company faces this challenge, what about the loyal consumers? What’s in it for them? This means people can enjoy their favorite McMuffins and McGriddles anytime they want, should this test becomes a success