McDonald's eyes longer breakfast hours


McDonald's (MCD +0.5%) is considering longer breakfast hours due to strong  demand from consumers for breakfast items past 10:30 a.m.

It's a tricky proposition for the company due to kitchen space and speed of service issues.

An exec with McDonald's said the company is at the "beginning" of the process to figure out how to roll out the service.

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Comments (12)
  • Richard Adams
    , contributor
    Comments (255) | Send Message
     
    Can't be done. If MCD management was foolish enough to pursue this it will drive away customers, not attract them. And please don't respond with "Jack in the Box does it". The average MCD does twice the sales of a JIB and is struggling to keep up with the customer traffic and operational complexities. Yes, there are a few people who would buy and Egg McMuffin for lunch but McDonald's cannot be all things to all people.
    24 Feb 2014, 12:00 PM Reply Like
  • SivBum
    , contributor
    Comments (2697) | Send Message
     
    Adams, mho is that it should help. I remember years ago that most fast food joints do not serve lunch menus until after 10:30 AM !!! For early risers, that was too late. Same token that there are plenty late risers that 10:30AM is just day break.
    24 Feb 2014, 12:09 PM Reply Like
  • chillen22
    , contributor
    Comments (43) | Send Message
     
    I like how Whataburger does it. breakfast is from 11pm to 11am

     

    and i dont think they are talking about making breakfast 24 hours just extend the breakfast availability at the restaurants.
    24 Feb 2014, 12:37 PM Reply Like
  • Richard Adams
    , contributor
    Comments (255) | Send Message
     
    Many McDonald's serve breakfast in the over night-hours. It works there because the customer traffic is low and easy to handle. When customers are in the morning commute or have a half hour for lunch - speed of service is everything.
    24 Feb 2014, 01:03 PM Reply Like
  • fuzzymc
    , contributor
    Comments (198) | Send Message
     
    Very bad idea, until you do it you won't believe how hard it is to overlap all those items!
    24 Feb 2014, 01:04 PM Reply Like
  • jumpnjoey77
    , contributor
    Comments (1175) | Send Message
     
    It is easy. You have a limited breakfast menu after 1030am.
    24 Feb 2014, 01:32 PM Reply Like
  • jumpnjoey77
    , contributor
    Comments (1175) | Send Message
     
    24 hour breakfast. Especially in the States that legalized pot.
    24 Feb 2014, 01:31 PM Reply Like
  • 1980XLS
    , contributor
    Comments (3360) | Send Message
     
    Dangerous to stop serving breakfast too early.

     

    http://bit.ly/1c1QNRf
    24 Feb 2014, 02:19 PM Reply Like
  • dave_gdc2000
    , contributor
    Comments (4) | Send Message
     
    I am lost. Question is either it is breakfast or lunch not both at same time.
    If they extend breakfast to 11 AM will they lose lunch customers?
    Is not 10 30 am too early for lunch. I go there sometimes and I miss breakfast hour but I do not order lunch.
    cheers
    24 Feb 2014, 02:50 PM Reply Like
  • jumpnjoey77
    , contributor
    Comments (1175) | Send Message
     
    All they want is customers. Does not matter what they purchase.
    24 Feb 2014, 10:41 PM Reply Like
  • WK2076
    , contributor
    Comments (12) | Send Message
     
    24 hr breakfast along with Coke Cola Freestyle Machines ....a great combo.
    24 Feb 2014, 02:50 PM Reply Like
  • Uain53
    , contributor
    Comments (1808) | Send Message
     
    In today's economy, many jobs do not have the old 8-5 schedule. So it is not all that odd that folks would be looking for breakfast at 11 AM on their way to a 12-9 job (airports, hospitals, etc. etc.)

     

    go (MCD)!
    24 Feb 2014, 11:50 PM Reply Like
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