Just in time for the year’s stoner-friendly holiday, McDonald’s rolled out all-day breakfast in 94 San Diego locations on Monday, April 20. However, the test is a moderate one and doesn’t encompass the full breakfast menu.
Only nine of the coveted breakfast items will be available after the 10:30 am cutoff, including the Egg McMuffin (damn straight), Sausage McMuffin, Sausage McMuffin with Egg, Sausage Burrito, Fruit and Maple Oatmeal, Fruit Yogurt Parfait, Hotcakes, Hotcakes with Sausage, and Hash Browns. Unfortunately, other AM foods like the McGriddle and bagel options didn’t make this round of testing.
Burger Business is keen to point out that the nine test items are pretty much the same offerings on the “McDonald’s After Midnight” menu, which is a munchie trap of breakfast, lunch and dinner items available from midnight to 4 am.
The decision follows recent moves by competitors, namely Taco Bell, to swoop in on McDonald’s stronghold on the breakfast market — which currently makes up about 25 percent of its total sales. “We are aware of Taco Bell and their breakfast plans,” Pam Williams, McDonald’s U.S. marketing manager, tells USA Today. “But this test is about our customers. It’s about customers asking for McDonald’s breakfast items.”
Of course, it’s safe to say that the majority of those “customers” the golden arches aims to please are Millennials — the Holy Grail that they just can’t seem to appeal to. While we can’t see anyone complaining about afternoon McMuffins dipped in syrup, we’re interested to see how the mega-chain copes with pleasing two menus in their limited kitchen space.
Now, excuse us while we light up on “hash browns.”