McDonald's is bringing back all-day breakfast at select restaurants, five years after removing the option from its menus.
The fast-food chain will begin testing All Day Breakfast in Victoria, Australia, letting customers order its full breakfast range well beyond the usual morning cutoff.
McDonald's ended All Day Breakfast in Australia in 2021, though Hash Browns remained available all day. The returning menu will initially be limited to Victoria, with McDonald's using the trial to gauge customer feedback before deciding what comes next.
McDonald's brings back All Day Breakfast in Victoria
Starting Wednesday, customers at participating McDonald's restaurants across Victoria will be able to order the full breakfast menu from 4 AM to just before Midnight.
That includes the Bacon and Egg McMuffin, Big Brekkie Burger and Hotcakes, among other breakfast items. McDonald's breakfast menu would typically stop being served at 11:30 am as restaurants transition to their lunch and dinner menus.
“Macca’s breakfast has become a staple in many Aussies’ routines,” a McDonald’s spokesperson told news.com.au.
“We know our customers value choice and convenience, so we’re excited to trial All Day Breakfast in Victoria and give fans more opportunities to enjoy their breakfast favourites throughout the day.”
McDonald's said it will monitor customer feedback during the trial. For now, there are no plans to expand All Day Breakfast beyond Victoria.
The test marks the first time in five years that customers in the country have been able to order the chain's complete breakfast lineup throughout the day.
McDonald's quietly discontinued All Day Breakfast in Australia in 2021, a year after the US, in a move that prompted complaints from customers who regularly ordered breakfast items later in the day.
At the time, McDonald's said the change was made “to better meet the needs of customers during other peak times.”
“By adjusting our all-day breakfast schedule we hope to reduce the amount of time our customers may need to wait for other items during the afternoon and evening rush,” the company said.
Hash Browns escaped the change and continued to be offered throughout the day, but other breakfast staples became restricted to the regular morning window.
It remains unclear whether the new Victoria trial could eventually result in All Day Breakfast returning more widely across Australia or even other countries.
McDonald’s isn’t the only fast food giant experimenting with breakfast in Australia. KFC recently expanded its own breakfast menu to more restaurants following an initial trial at Sydney Airport.
The lineup includes the Brekkie Tower, Ultimate Brekkie Wrap, Bacon & Egg Roll, avocado toast and Hash Browns, alongside barista-made coffee. The expansion has initially reached select restaurants in Melbourne and the Gold Coast as KFC pushes further into Australia’s breakfast market.
Source: Dexerto