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Brief Published: 2 Apr 2015

McDonald’s Trials All-Day Breakfast

McDonald's breakfast items

Global fast-food giant McDonald's will test an all-day breakfast menu in selected San Diego restaurants from next month.

Customers will be able to purchase all of the breakfast menu items throughout the day and night, including sandwiches such as the Egg McMuffin. If successful, the menu – which is currently only served until 10.30am – could become a permanent feature in further locations.

Many fast-food retailers have begun to offer flexible menus in order to tap into changing lifestyles and dining habits, driven by an increase in snacking and on-the-go eating. In Hong Kong, McDonald's and Pizza Hut's delivery service PHD serves customers around the clock, while McDonald's and fellow US fast-food brands Wendy's and Jack in the Box offer exclusive late-night menus. For more on this, see Future Family Dining.

"Offering an all-day breakfast menu is another example of the way in which fast-food brands are developing new initiatives to target the food-savvy millennial market, who prioritise choice and convenience," says Elli Donajgrodzki, assistant editor of Food, Beverage & Hospitality at Stylus.

In January, McDonald's launched an upmarket café in Sydney, which serves dishes such as pulled pork, lentils and quinoa. The brand has also trialled a 'build-your-own burger' concept in selected US restaurants. For more on this, see Future Service: Destination Dining and Feeding Gen Y.

For further examples of innovation within the fast-food industry, take a look at Future Fast-Food Formats, On-the-Go Tech Tacos and Fast-Moving Premium Consumption.