McDonald's continues to test extended breakfast hours
A further 115 restaurants will now offer breakfast until 11am.
Up to thousands of customers can avail a later breakfast this summer at McDonald’s, which announced a 30-minute extension in the South East.
After trialling the service in seven restaurants in Portsmouth and the Isle of Wight, the fast food giant said an additional 115 restaurants will now offer breakfast until 11am in a bid to test customers’ reaction to the extended breakfast hours.
The move sees 10% of McDonald’s restaurants in the UK offering the service. If successful, it says, this could extend across the country “later this year.”
The news also came with McDonald’s announcement that its newly revamped Bacon Roll has temporarily sold out across the UK and Ireland.
McDonald’s says it hopes to get the product back on sale early next week.
The 115 restaurants added to the breakfast trial this week also include a number of service stations, geared to reach holiday makers.
At the moment, breakfast at McDonald’s is served until 10:30am and has been for nearly 25 years. For McDelivery customers, who currently have a 10:15am cut-off for breakfast orders, the 30 extra minutes will allow orders to be placed through Uber Eats until 10:45am in the test restaurants.
The UK was also cited by McDonald’s Corporation as a key driver in their International Operated segment, where second quarter comparable sales increased 6.6%. The segment's operating income increased by 3% (8% in constant currencies), primarily due to sales-driven improvements in franchised margin dollars.
Second quarter highlights from the fast food giant include a 6.5% rise in global comparable sales, flat consolidated revenues, 8% increase in systemwide sales in constant currencies and consolidated operating income increasing by 1% (4% in constant currencies).
