I'm waiting for the day when I can order an Egg McMuffin for dinner. That day may be closer than we think!

Why is it that other fast food chains serve breakfast around the clock yet the prince of the bunch is holding out on the hash browns and hotcakes?

I hesitate calling them the king or queen, lest other burger places take offense. Anyway, the Hamburglar is "Grimacing" because the fast food giant has been experiencing declining profits as of late. As part of their initiative to win back some business, McDonald's is test marketing a "build your own burger" menu option at several locations throughout the U.S.:

All this is part of the "Experience of the Future", a plan to revive the flagging popularity of McDonald's, especially among younger consumers. "We are taking decisive action to change fundamentally the way we approach our business." (Business Insider.Com)

The customized burger selection is only part of McDonald's revitalization project; they're also test marketing a 24/7 breakfast menu in San Diego:

 "We're excited to serve our customers some of McDonald's great-tasting breakfast sandwiches, hash browns and other favorites all day long." Testing 24/7 breakfast "makes sense" to Janney analysts, who note, "We believe customers generally want to see McDonald's offer breakfast items all day."(NBCNews.Com)

Weekday mornings I get to work super early and often the only place that's opened is McDonald's. This wouldn't be so bad, except for the fact that I don't feel like eating a cheeseburger at 3:30 AM. Would you like to see McDonald's serve breakfast 24/7 here in Central New York?

 

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