McDonald's is beginning to focus more on how it can cater offering breakfast for longer periods during the day.
According to an AP article on ABC News.com, the fast food chain has always looked at how it can offer breakfast longer, and as of recently serve young adults in their twenties and thirties also known as millenials in order to adapt to their consumption routines, and boost sales.
The breakfast extension option could prove problematic because of the size of the kitchens at each McDonald's location. McDonald's finishes serving breakfast at 10:30 a.m. and immediately begins taking lunch orders in a custom that has led some customers to want the first meal of the day available longer,
"We know, as an example, that breakfast on the weekend cut off at 10:30 doesn't go very well," Jeff Stratton, the man in charge of McDonald's USA told the AP. "Well, we're just beginning. We're just taking a look at it."
McDonald's changes company routines, and polices based on a careful and collaborative effort from its franchisees the AP reported.
McDonald's added an After Midnight menu at certain restaurants in order to keep stride with competition, and increase sales in 2013. The selections featured minimal food options for breakfast and lunch, and was served from 12 a.m. to 4 a.m. when kitchens were not busy.
The fast food restaurant chain has started to offer Chicken McWraps, and egg whites for regular egg ingredients in all breakfast sandwiches.
The company also implemented a mobile app at 1,000 restaurants in December in an attempt to increase sales, and attract younger customers Bloomberg reported.
The company began trying out the product in Salt Lake City, and Austin, Texas in September, and does not what direction it will take with the new mobile technology.
The company delivers promotions to customers via the app, which they can obtain on their smartphones by visiting particular stores.
Customers then have the option to choose the promotions they want to get. These include a buy one get one free on a McDonald's breakfast sandwich, or a $1 Hot 'n Spicy McChicken Sandwich." App users must go into a McDonald's restaurant since the program does not have purchasing capabilities.
