OAK BROOK, Ill., March 30 (UPI) -- The world's largest hamburger chain is toying with the idea of selling hash browns and Egg McMuffins all day long, industry reports said Monday.
McDonald's will reportedly test the all-day breakfast menu in one U.S. market, beginning in the next month or two. If all goes well and demand is high enough, the Oak Brook, Ill.-based franchise will keep it going.
The news was reported by CNBC Monday, which cited an industry source via Janney Capital Markets.
If true, the reports indicate an increased competition among fast food chains to capture a share of the morning consumer base. Subway introduced breakfast items a few years ago and Taco Bell just began offering its own products last year.
"Our industry sources inform us that McDonald's US plans to test all-day breakfast -- breakfast items for sale throughout the 24-hour day -- in one domestic market, with the test set to begin within the next month or two," Janney Capital Markets said in a research note, reported by Business Insider.
Breakfast items at McDonald's have long been popular with consumers and include staple items like the McMuffin and breakfast burrito, but those foods have only been available until about 10:30 a.m., when the chain opens up its regular menu.
The biggest obstacle the chain faces isn't demand, though, it's kitchen space. McDonald's itself says there isn't enough space on its grills to make both breakfast and dinner items, which is why you can typically only order items from one menu or the other.
"It comes down to the sheer size of 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 company's website says.