Could you soon get an Egg McMuffin breakfast sandwich after 10:30 a.m.?
A McDonald's spokesperson told NBC Chicago the company plans to begin testing all-day breakfast next month at select restaurants in the San Diego area.
"We know our customers love McDonald’s breakfast and they tell us they’d like to enjoy it beyond the morning hours," the company said in a statement. "We look forward to learning from this test, and it’s premature to speculate on any outcomes. We’re excited to serve our customers in this area some of McDonald’s great-tasting breakfast sandwiches, hash browns and other favorites all day long."
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The move comes as the fast food giant based in Oak Brook, Illinois, fights to maintain its slot at the top of the fast food breakfast chain.
The president of McDonald's USA, Jeff Stratton, told the Associated Press last year that the chain was in the early stages of looking at whether it can extend its breakfast hours.
According to the company’s website, the reason breakfast isn’t served all day is because of the size of their kitchen grills.
“They simply don’t have the room for all of our menu options at one time — especially considering we use our grill to prepare many items on our breakfast menu,” the website reads.
McDonald's has continuously entertained the idea of serving breakfast throughout the day. The company offers an "After Midnight" menu at select locations. The menu, available from midnight to 4 a.m., consisted of a limited mix of breakfast and lunch items so kitchen operations wouldn't be overwhelmed.
McDonald's has long been the fast-food leader in the mornings, with its popular Sausage Biscuits, Hotcakes and other items pulling in roughly 20 percent of the company's U.S. sales. But the chain has faced stiffer competition in recent years, with competitors such as Starbucks and Subway rolling out breakfast sandwiches as well.
McDonald's, which has more than 14,000 U.S. locations, has also said it plans to step up its marketing of breakfast as it faces intensifying competition.
As for extending its breakfast hours, the world's largest hamburger chain is known for treading extremely carefully when discussing any tests or potential changes. Such matters are considered sensitive in large part because they would require the support of the company's network of franchisees.