Additionally, the “Breakfast After Midnight” name is losing the “Breakfast” qualifier and becoming simply “After Midnight,” as customers at the participating franchises will have both a selection of breakfast and non-breakfast items to choose from.
“Our customers want convenience around the clock, and we’re making it easier to eat at McDonald’s with more 24-hour restaurants open than ever before,” reads a company statement.
McDonald’s doesn’t say exactly which markets will get the late-night mixed menu first, but the Chicago Tribune reports that it’s being tested in parts of Delaware, Texas, and Illinois.
Earlier this year, a McDonald’s franchisee explained to BurgerBusiness.com about the difficulties of serving both a lunch and breakfast menu at the same time.
“[T]here are some capacity issues. We only have so much toaster space and so much grill space,” he explained at the time. “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.”
In April, McDonald’s CEO Don Thompson told CNBC that all-day breakfast was not beyond the realm of possibility.
McDonald’s expanding breakfast after midnight [Chicago Tribune]