--- description: The launch of McDonald’s all-day breakfast initiative has attracted more customers, a new study shows title: McDonald’s All-Day Breakfast Attracts More Customers image: https://static.time.com/v3/assets/bltea6093859af6183b/blta417c9d429678eba/698862c25f570f96fab1d4a2/gettyimages-481668540.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close # McDonald’s All-Day Breakfast Attracts More Customers: Study  by [Melissa Chan](/author/melissa-chan/)  ## Melissa Chan Update your preferences in [Account Settings](/account/preferences/) Close Dec 9, 2015 12:02 AM CUT  A McDonald's Egg McMuffin and hash browns. A McDonald's Egg McMuffin and hash browns.Justin Sullivan—Getty Images  by [Melissa Chan](/author/melissa-chan/)  ## Melissa Chan Update your preferences in [Account Settings](/account/preferences/) Close Dec 9, 2015 12:02 AM CUT They’re lovin’ it. The launch of [McDonald’s all-day breakfast](http://time.com/4019345/mcdonalds-breakfast-all-day/ "undefined") has attracted more customers, a new study shows. Market researcher NPD Group Inc. says more people have flocked to the Golden Arches since the fast-food chain started serving breakfast all-day nationwide on Oct. 6, [the _Wall Street Journal_ reported Tuesday](http://www.wsj.com/articles/mcdonalds-all-day-breakfast-is-luring-in-customers-study-finds-1449609778 "undefined"). Most of the customers who ordered breakfast foods did so at lunch, according to the newspaper. McDonald’s had previously stopped serving its breakfast menu at 10:30 a.m. The study also said one-third of customers who bought breakfast after 10:30 a.m. hadn’t visited McDonald’s at all in the month before the big change. “That’s pretty significant,” NPD restaurant analyst Bonnie Riggs told the Wall Street Journal. The study was based on a database of receipts from more than 27,000 survey participants in the month before and after the launch. \[[_WSJ_](http://www.wsj.com/articles/mcdonalds-all-day-breakfast-is-luring-in-customers-study-finds-1449609778 "undefined")\] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4141795/mcdonalds-breakfast-customers/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4141795/mcdonalds-breakfast-customers/"},"headline":"McDonald’s All-Day Breakfast Attracts More Customers: Study","datePublished":"2015-12-09T00:02:13.000Z","dateModified":"2026-03-31T08:56:58.693Z","description":"Most of the customers who ordered breakfast did so at lunch","url":"https://time.com/4141795/mcdonalds-breakfast-customers/","keywords":["Food"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blta417c9d429678eba/698862c25f570f96fab1d4a2/gettyimages-481668540.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Melissa Chan","jobTitle":null,"url":"https://time.com/author/melissa-chan/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blta417c9d429678eba/698862c25f570f96fab1d4a2/gettyimages-481668540.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"McDonalds To Offer Its Breakfast Menu All Day Long","caption":"McDonalds To Offer Its Breakfast Menu All Day Long","creditText":"Justin Sullivan—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/4141795/mcdonalds-breakfast-customers/","name":"McDonald’s All-Day Breakfast Attracts More Customers: Study"}}]}] ```