McDonald's hints at all-day breakfast

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OAK BROOK, Ill. – Breakfast for dinner may be on the menu for McDonald’s restaurants as soon as this fall, according to multiple media reports. According to a story published by the Wall Street Journal, a memo was sent to the company’s franchisees July 21, referencing the success of test marketing of all-day breakfast, which began this past spring, and that the concept could be rolled out at all locations as soon as October. Traditionally, items on the breakfast menu have been available until 10:30 a.m. at most stores.
The memo was sent by LeAnn Richards, a franchisee based in Tucson, Ariz., and leader of a task force focused on the feasibility of all-day breakfast offerings.

"Serving all-day breakfast is likely the number-one request we hear from customers,” the company said in a statement sent to M+P by email. It didn’t go so far as to say the test market would go nationwide, however. “We know your mouth is watering, but there’s no news on this yet,” according to the statement.

McDonald’s Corp. was scheduled to announce its Q2 earnings July 23 as well as its June same-store sales.
“Serving all-day breakfast is likely the number one request we hear from McDonald’s customers. 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.”
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