McDonald's Expands All-Day Breakfast Experiment

All-day biscuit sandwiches may soon be coming to a town near you. McDonald Corp MCD’s recently announced its plans to expand its all-day breakfast test to include over 100 locations in the Southeast.

New markets
Following the success of its initial all-day breakfast campaign carried out at over 90 McDonald’s locations in San Diego, CA, the world’s biggest hamburger chain announced its intentions to test out the all-day breakfast menu in new U.S. markets. According to McDonald’s, the goal of expanding the all-day breakfast test is to gauge customer response in different areas of the U.S.

Starting June 22, McDonald’s will be offering all-day breakfast at 12 locations in Greenville and Greenwood, MS. In July, McDonald’s all-day breakfast menu will be coming to 132 locations in Nashville, TN.

Not just McMuffins
Apart from breakfast sandwiches—the biscuits of which are made-from-scratch at all but one of MS test locations—McDonald’s experiment includes other breakfast staples such as hotcakes, sausage burritos, and hash browns. For the more health-conscious breakfast customer, healthier options including the Fruit ‘N Yogurt Parfait and Fruit & Maple Oatmeal will also be available.

Recipe for success?
Against tough competition, changing tastes, and a lukewarm response to CEO Steve Easterbrook’s vision of modernizing the company, McDonald’s is hoping the all-day breakfast experiment will help provide a way out of the slump the fast-food giant has experienced the past two years. Compared with the same time period the previous year, McDonald’s sales for the month of May dropped 0.3%.