McDonald's Tests Out Extended Morning Meals in San Diego
Meghan Young — March 31, 2015 — Lifestyle
People may not have to rush to McDonald's anymore thanks to a pilot all-day breakfast program being tested out in San Diego. Since this is a common practice in many diners, it's only natural that fast food franchises would want to cater to people who love having breakfast for lunch or even dinner. Egg salad sandwiches just don't cut it sometimes.
That said, the all-day breakfast menu in San Diego isn't a guarantee it was creep into other markets. Terri Hickey, manager of McDonald’s U.S. media relations, says, "We look forward to learning from this test, and it’s premature to speculate on any outcomes. We’re excited to serve our customers in this area some of McDonald’s great-tasting breakfast sandwiches, hash browns and other favorites all day long."
That said, the all-day breakfast menu in San Diego isn't a guarantee it was creep into other markets. Terri Hickey, manager of McDonald’s U.S. media relations, says, "We look forward to learning from this test, and it’s premature to speculate on any outcomes. We’re excited to serve our customers in this area some of McDonald’s great-tasting breakfast sandwiches, hash browns and other favorites all day long."
Trend Themes
1. All-day Breakfast Menus - Fast food franchises are testing out all-day breakfast menus as a way to cater to people who enjoy breakfast for other meals, presenting an opportunity for disruptive innovation in menu planning and restaurant operations.
2. Extended Dining Windows - The all-day breakfast program being piloted in San Diego may lead to the implementation of extended dining windows in other fast food restaurants, presenting an opportunity for disruptive innovation in operational efficiency and customer service.
3. Diversification of Menu Offerings - The all-day breakfast menu testing by McDonald's presents an opportunity for other fast food franchises to diversify their menu offerings and cater to customers' changing tastes and preferences for breakfast foods.
Industry Implications
1. Fast Food Restaurants - The all-day breakfast menu testing presents an opportunity for fast food restaurants to innovate their menu offerings and attract new customers.
2. Food and Beverage Industries - The all-day breakfast menu testing presents an opportunity for food and beverage industries to innovate and create new breakfast products to cater to customers' changing tastes and preferences.
3. Hospitality Industries - Extended dining windows and diverse menu offerings for breakfast foods may present an opportunity for hospitality industries to improve their customer service and attract new customers.
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