McDonald’s could soon dish out all-day breakfast nationwide.
The Wall Street Journal, citing an internal memo sent to U.S. franchisees and employees Tuesday, reports that the fast food giant could begin offering breakfast all day later this year.
U.S. & World
The memo, sent by LeAnn Richards, a franchisee from Arizona who heads a task force studying all-day breakfast, told franchisees to be ready for the potential launch of all-day breakfast as soon as October, WSJ reports.
McDonald’s, however, would only confirm that the company is testing the possibility of all-day breakfast.
“Serving all-day breakfast is likely the number one request we hear from McDonald’s customers,” the company told NBC Chicago in a statement. “We’re testing it out in a few markets to learn more about this possibility. We know your mouth is watering, but there’s no news on this yet.”
McDonald’s breakfast currently ends at 10:30 a.m. in most markets.
McDonald's has long been the fast-food leader in the mornings, with its popular Sausage Biscuits, Hotcakes and other items pulling in roughly 20 percent of the company's U.S. sales. But the chain has faced stiffer competition in recent years, with competitors such as Starbucks and Subway rolling out breakfast sandwiches as well.
McDonald's, which has more than 14,000 U.S. locations, has also said it plans to step up its marketing of breakfast as it faces intensifying competition.
As for extending its breakfast hours, the world's largest hamburger chain is known for treading extremely carefully when discussing any tests or potential changes. Such matters are considered sensitive in large part because they would require the support of the company's network of franchisees.