News that McDonald’s is about to let customers order breakfast for dinner in the U.S. has been met with a chorus of cheer from fans.
While all-day breakfast is being tested out in markets such as Nashville, Tennessee and San Diego, internal memos obtained by The Wall Street Journal suggest that the company is getting ready to expand their breakfast hours nationwide starting this fall.
Many a customer jonesing for an Egg McMuffin or hashbrowns at 11 am has been foiled by the 10:30 am cutoff.
But come October, that could change, with franchisees advised to get ready for all-day breakfast, WSJ reported.
“We want to make it clear that we are not being presumptive that this will launch, but we want to make sure the system is ready to turn quickly and launch all day breakfast should all of you believe and support that direction,” reads a memo sent out by LeAnn Richards who heads the task-force on all-day breakfast.
It’s the most popular request among McDonald’s customers. But for years the company has resisted, citing logistics.
“Here’s the thing: it comes down to the sheer size of kitchen grills,” reads a response on the FAQ section.
“They simply don’t have the room for all of our menu options at one time — especially considering we use our grill to prepare many items on our breakfast menu.”
But the move is part of a major turnaround strategy and overhaul McDonald's announced in May, aimed at reviving flagging global sales.
Fast food chains have been turning up the heat on breakfast wars, one of the last standing revenue streams for growth.
One of the most common strategies has been to unleash novelty, gimmicky menu items such as glazed donut breakfast sandwiches (Dunkin’ Donuts) or waffle and biscuit-wrapped breakfast tacos (Taco Bell).
On Twitter, fans hailed plans to bring all-day breakfast to McDonald’s, calling it “the dream of ages realized” and “lovin’ it.”
