Advertisement

McDonald’s: Breakfast isn’t just for morning anymore

How about an Egg McMuffin for dinner? That might be possible soon because McDonald’s (MCD) is getting ready to test market its breakfast menu all day long. The fast-food giant tells Yahoo Finance it will begin offering breakfast throughout the day at select restaurants in the San Diego area beginning next month.

McDonald’s and its new CEO, Steve Easterbrook, are looking for ways to reverse sinking demand, which has led to nine consecutive months of sales declines.

Yahoo Finance Editor in Chief Andy Serwer says McDonald’s has a tough row to hoe.

“They have tried so many things and so many different variations, and they’re constantly testing things,” he points out. “It’s a tough box they’re in.”

But Serwer notes moving to all-day breakfast would be a bit of déjà vu all over again for the company.

“Remember, McDonald’s had this problem of people not going to the restaurants when they introduced breakfast, and it was a huge hit,” he adds. “And people like Egg McMuffins as much as anything else on the menu, so I suppose you can offer it all day.”

Get the Latest Market Data and News with the Yahoo Finance App

In its statement, McDonald’s notes customers have said they would like the opportunity to order off the breakfast menu beyond the morning hours. Yahoo Finance’s Aaron Task says this is where the industry is heading, anyway.

“It’s a growing category for all these fast-food, fast-casual restaurants,” he explains. “It’s a popular item, why not offer it all day long?”

Serwer adds that the difficulty for McDonald’s is trying to make pancakes and eggs during peak times when some customers want a Big Mac.

“It puts more stress on the kitchen and all that,” he admits. “But they need to find solutions to their problems.”

Task sees it the same way.

“I think customers will want it,” he says. “But can the kitchen set up so certain day parts can offer certain food?”

Task believes it’s possible.

“We’re on the East Coast, we’re used to be able to go to a diner and get breakfast 24-hours a day,” he notes. “Why not at McDonald’s?”

McDonald’s adds it’s premature to speculate on any outcomes of the test marketing. But Serwer has a warning for the new boss to not go TOO far.

“Steve Easterbrook is a Brit, so is he going to introduce bangers and mash and little roasted tomatoes? Dude, that isn’t going to work here,” he jokes.