McDonald’s All-Day Breakfast Test Will Not Include Full Breakfast Menu

(Morton Fox)

McDonald’s recently confirmed it would soon begin testing an all-day breakfast menu in the San Diego area, but when that test kicks off next week, fans of certain McD’s breakfast items may find themselves still hungry, as not everything from the morning menu will survive past 10:30 a.m.

BurgerBusiness.com reports that the San Diego McDonald’s co-op that will be participating in the test says only nine breakfast items (and McCafe drinks) are going to be offered alongside Big Macs and McNuggets. The various McMuffins (Egg, Sausage, Sausage with Egg) will obviously be included, as will the Sausage Burrito, Hash Browns, Hotcakes, Hotcakes and Sausage, Fruit & Maple Oatmeal and Fruit ‘N Yogurt Parfait.

The most prominent loss to the standard breakfast lineup (as far as we’re concerned) is the biscuit, which has been sacrificed, presumably because it wouldn’t be worth it to keep making biscuits all day and night in the hope that enough people buy them.

Likewise, McGriddles and the Steak, Egg & Cheese Bagel are off the afternoon menu, as are breakfast sweets like the mini Cinnamon Coffee Cake and Double Chocolate bundt cake.

As BurgerBusiness points out, the nine items that made the post-10:30 cut are basically the same as what you’ll find at 24-hour McDonald’s who offer the late-night “McDonald’s After Midnight” menu. These are items that the company knows can be made alongside lunch fare.

However, that late-night menu also doesn’t generally offer the full lunch/dinner menu and usually caters to smaller customer crowds than you’d see at a McDonald’s during the afternoon hours.

McDonald’s needs some sort of help to turn around sagging same-store sales and to get its franchisees reinvigorated. A recent survey of dozens of franchise owners showed that a number of them are disenchanted with McDonald’s dueling obsessions — gimmicky limited-time menu offerings (that cost the franchisee money and resources and may not result in sales) vs. bargain pricing (that cuts down on franchisees’ profits).

by Chris Morran via Consumerist