McDonald’s is the official king of the fast-food breakfast realm, and it looks like they’re hoping to capitalize on that by extending breakfast hours. Their reason for doing so is not exactly surprising. It seems that the company’s target demographic, millennials, aren’t too big on getting up early. Jeff Stratton, head of McDonald’s USA, told the Associated Press, “We know, as an example, that breakfast on the weekend cut off at 10:30 doesn’t go very well.”
The AP notes that while there are some logistical challenges with offering both lunch and breakfast options at a similar time, the chain is working hard to keep up-to-date with the ever-changing eating habits of its customers.
“Well, we’re just beginning. … We’re just taking a look at it,” says Stratton. In order for the extended hours to be a sure thing, the company needs their more than 14,000 franchisees in the U.S. to hop on board.