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All-Day But Not Full-Menu Breakfast

Filed under breakfast, Test Market

McDonald’s will begin testing all-day breakfast in San Diego beginning next Monday, April 20, but it won’t be offering its full breakfast menu.

Just nine food items (plus McCafé beverages) will be on the post-10:30 a.m. menu, according to the San Diego McDonald’s co-op. The iconic Egg McMuffin is there, of course, along with Sausage McMuffin with Egg, Sausage Burrito, Sausage McMuffin, Hash Browns, Hotcakes, Hotcakes and Sausage, Fruit & Maple Oatmeal and Fruit ‘N Yogurt Parfait.

McDonald's all-day breakfast menuParticipating stores won’t be making biscuits all day and won’t be preparing McGriddles past the usual 10:30 a.m. breakfast close. They won’t be baking mini Cinnamon Coffee Cake or Double Chocolate bundt cakes all day, either. And if you’re a fan of the Steak, Egg & Cheese Bagel you’ll need to find a different choice for lunch or dinner.

The nine test items are essentially the same breakfast foods included in the “McDonald’s After Midnight”  menu, a mix of breakfast and lunch/dinner items (Big Mac, Quarter Pounder, Double Quarter Pounder, Chicken McNuggets and a few others) offered between midnight and 4 a.m. (after which the kitchen shifts to all-breakfast).

The point is that McDonald’s already knows it can cook the San Diego all-day items alongside burgers, at least for a while. The all-day marriage is what’s in test.

The problem of making sausage and eggs at the same time in the same space as burgers and chicken has kept McDonald’s from extending breakfast hours before. It was two years ago that Atlanta operator J.M. Owens told BurgerBusiness.com, “We only have so much toaster space and so much grill space. Unlike a lot of breakfast QSRs, we still cook our product on a grill. Many of the pretenders are doing a ton of prep in microwaves. For instance, go into a Dunkin’ Donuts or a Starbucks, who are chasing breakfast, and you don’t find a grill or oven or fryer. We prefer to be a restaurant rather than processing everything through a microwave.”

McDonald’s first attempt at expanding breakfast in 2012, called “Breakfast After Midnight,” tested a limited breakfast menu (similar to the San Diego test) from midnight to 5 a.m. Later that became the “McDonald’s After Midnight” menu.

Members of the San Diego market’s My McCafé Club loyalty group are being invited to a special preview of the all-day breakfast menu tomorrow (April 18). One attendee will win breakfast sandwiches for a year.

9 Responses to All-Day But Not Full-Menu Breakfast

  1. Carl Lund

    I love McDonald’s breakfast, but “we prefer to be a restaurant” made me chuckle.

  2. Dale

    For something a little different, order a Daily Double with sausage instead of burger.
    They’ll make it for you, but it should be on the menu, IMHO.
    WAY tastier than the foul McRib, but still providing that tasty pork flavor.

  3. Unconvinced

    Another lemon of an idea from Oak Brook. While people in and around the industry understand the grill space issue, and the legion of former McD’s employees will get it just fine, the vast majority of customers will neither know nor care about the limitations. So they’ll hear “breakfast all day!” then get mad when their favorite isn’t available. Meanwhile the labyrinthine menu at McDonald’s will have yet another layer of complexity on it.

  4. Jonathan Wayne

    I will pretty much echo the sentiments of Unconvinced and also add that not having the Steak Egg & Cheese Bagel seems kind of dumb. To me this just seems to be once again exacerbating the problem and going against what they claimed they were going to do, cut the menu down. If I were a franchisee I would be looking to unload my restaurant and pick up three or four Five Guys instead.

  5. jim beam

    Oh, McDonald’s….give me a break. Two of the items are ‘oatmeal’ and yogurt parfait.

    Seriously? Who gets hungry at 4:00 pm and wants oatmeal? Or yogurt from a fast food restaurant?

    What a huge blunder this will be…when you hear someone talk about ‘breakfast for dinner,’ they want eggs, they want bacon, sausage, bisguits, hash browns.

    If they can’t provide that, this is a total waste of time and money. Yet another blunder for the company that cannot seem to do anything right these days.

    It’s like this: “We’ll listen to our customers but NOT enough to actually give them what they want. We’ll offer them oatmeal and yogurt and some toasted muffins and pretend like that’s the breakfast they want.”

    Not even close. As others have mentioned, after hearing all the talk about McDonald’s all day breakfast, I was genuinely excited and couldn’t wait for it to launch.

    I’ve gone from that to reading the truth about what menu items will be involved to being wholly disappointed and actually kind of bummed. So this had the opposite response on me that they would generally be looking for from a consumer. No curiosity, no excitement…just feels like another famous McD’s blunder that shows how very out of touch they are with their customers .

  6. But sausage, eggs, hash browns and such ARE included. So where’s this blunder?

  7. TONYA BARRETT

    I HAVE WORKED FOR MCDONALDS FOR OVER 32 YEARS. I HAVE BEEN THROUGH A LOT OF CHANGES. THIS IS A BIG ONE…..ALL DAY BREAKFAST. FOR ONE, WE CANT EVEN GET LUNCH AND BREAKFAST OUT FAST ENOUGH, AND YOU WANT TO ADD ALL DAY BREAKFAST IN THE MIX….I DON’T AGREE. YOU SAY ALL DAY BREAKFAST…..TO ME, THAT SOUNDS LIKE FULL MENU. AT MY RESTAURANT WE WE ONLY BE SERVING MUFFIN SANDWICHES, AND HASHBROWNS, AND THE USUAL OF COURSE, OF HOTCAKES, BURRITOS , AND CINAMELTS ALL DAY…WHICH WE DO ANYWAYS…BUT THE ALL DAY BREAKFAST SOUNDS LIKE FALSE ADVERTISING, BECAUSE PEOPLE ARE GONNA WANT SCRAMBLED EGGS, BISCUITS, AND MCGRIDDLES….THINK WE NEED TO FIND ANOTHER TITLE FOR ALL DAY BREAKFAST. PLUS I HEARD THAT MCDONALDS WAS SUPPOSE TO SIMPLIFY THE MENU….. WE TAKE AWAY THNGS, THEN ADD THINGS…NOW BREAKFAST ALL DAY….WE NEED TO GO BACK TO BURGER, SHAKES, AND FRIES, ONLY AND BUST IT OUT…….

  8. Vivian Collins

    All day breakfast means all day breakfast. What about sausage biscuits? Biscuits say breakfast! And so does sausage. Give us a break. A parfait does not say breakfast even though yes, oatmeal is breakfast. A sausage biscuit is easier to make than an Egg McMuffin if it comes down to grill space. Disappointing and a bad choice. Get some of the oddities off the menu and stick to the basics. Possibly a different sandwich for each holiday! Just my opinion!

  9. They found they couldn’t do both biscuits and muffins all day, even if you believe they can.

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