McDonald’s to give all-day breakfast a try


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McDonald’s Egg McMuffin may not be just for breakfast much longer

NEW YORK (MarketWatch) — McDonald’s Corp.’s Egg McMuffin isn’t just for breakfast anymore.

The fast food giant MCD, +0.95%  confirmed Monday that it will make its breakfast menu available all day in some of its San Diego restaurants in April. Whether all-day breakfast sticks and spreads will be determined after it can judge the customer response.

“We know our customers love McDonald’s breakfast and they tell us they’d like to enjoy it beyond the morning hours,” McDonald’s said in an emailed statement to MarketWatch. “So next month, we will begin testing all-day breakfast at select restaurants in the San Diego area.”

McDonald’s has made it clear that it was urgently seeking ways to evolve to meet the changing needs and preferences of consumers, as it looks to revive flagging sales. Earlier this month, the company said it would stop selling chicken raised with antibiotics important to human health.

See: McDonald’s is millennials all the way to Texas

And: Kale may soon find a place on the menu at–of all places–McDonald’s.

McDonald’s has reported year-over-year declines in domestic same-store sales the past five quarters, and missed expectations for total sales the last seven quarters, according to FactSet.

So why not give all-day breakfast a shot?

“We look forward to learning from this test, and it’s premature to speculate on any outcomes,” McDonald’s said.

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