Breakfast Anytime at the Golden Arches?

McDonald’s announces trial run of all-day breakfast service.

April 01, 2015

DES PLAINES, Ill. – The frustration many have felt when they show up at McDonald’s in search of an Egg McMuffin at 11:30 a.m., may soon be a thing of the past, according to the latest news from the fast-food giant.

Beginning next month, the chain plans to begin testing all-day breakfast in its San Diego-area locations. While the company did not publically confirm what the ultimate outcome would be, the chain typically tests new items and services in a limited number of locations to work out the kinks before deciding whether to roll out those items nationally.

Currently, most McDonald’s locations stop serving breakfast after 10:30 a.m., or as late as 11 a.m. on the weekends. The chain has previously said that a lack of grill space makes it unrealistic to serve breakfast items throughout the day. But with increasing competition for fast-food dollars, combined with the chain’s recent lackluster performance, McDonald’s may now be taking a page from Taco Bell’s playbook. The Mexican chain’s breakfast menu, which launched last year, has been a huge success for Taco Bell.

Meanwhile, McDonald’s locations in Germany have been testing a variety of new services that it hopes will lead consumers to see it as a "modern, progressive burger company, " including kiosk ordering, table service, custom burgers and even a completely new restaurant brand.

Diners at a McDonald's in the Frankfurt Airport now have the option of being served at their table after placing an order at the front counter, via a digital kiosk or with a waiter carrying a tablet computer. The chain is also testing table service in other markets, according to news reports.

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