Updated Tuesday, March 31.
In news sure to delight McMuffin devotees everywhere, McDonald’s is set to start testing an all-day breakfast menu.
The fast good giant will experiment with offerings its breakfast wares all day at some San Diego restaurants beginning in April, the company confirmed to the Chicago Tribune this week.
Some McDonald’s customers have long clamored for all-day Egg McMuffin access. However, McDonald’s has said limited grill space prevented the company from offering breakfast past a certain time each day. However, that calculus may be changing as McDonalds faces increasing pressure from multiple angles. The success of “fast casual” restaurants like Chipotle and Panera have cut into its sales, while it faces breakfast-specific competition from Taco Bell and other rivals.
McDonalds reported earnings of $1.1 billion for the period ending Dec. 13, down from $1.4 billion a year earlier. The company announced in late January that former CEO Don Thompson was leaving the company; Thompson was replaced by Steve Easterbrook.