McDonald’s Considers Longer Breakfast Hours

OAK BROOK, Ill. (February 24, 2014) McDonald's is in the early stages of considering whether to extend its breakfast hours beyond 10:30 a.m.

Until now, the conventional wisdom has been that offering both breakfast and lunch was logistically impossible give the limited space in kitchens, but the chain is rethinking that as eating habits change, particularly among those in their 20s and 30s.

"We know, as an example, that breakfast on the weekend cut off at 10:30 doesn't go very well," Jeff Stratton, head of McDonald's USA, said in an interview.

Stratton declined to provide details on how McDonald's would serve breakfast later in the day, saying, "We're just beginning."

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