--- title: McDonald's All-Day Breakfast Isn't Just For Customers | TIME description: McDonald's is finally going to start serving breakfast all day long, but it's not just to make you happy — it's a business move. canonical: https://time.com/video/lN6IWAr1/ og:title: McDonald's All-Day Breakfast Isn't Just For Customers og:description: McDonald's is finally going to start serving breakfast all day long, but it's not just to make you happy — it's a business move. og:url: https://time.com/video/lN6IWAr1/ og:image: https://cdn.jwplayer.com/v2/media/lN6IWAr1/poster.jpg?width=720 og:type: video.other twitter:card: summary_large_image twitter:title: McDonald's All-Day Breakfast Isn't Just For Customers twitter:description: McDonald's is finally going to start serving breakfast all day long, but it's not just to make you happy — it's a business move. twitter:image: https://cdn.jwplayer.com/v2/media/lN6IWAr1/poster.jpg?width=720 --- # McDonald's All-Day Breakfast Isn't Just For Customers > Sponsored content. 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They are at time.com/newsletters and are separate from a paid subscription. ## Video: McDonald's All-Day Breakfast Isn't Just For Customers [Watch (HLS stream): McDonald's All-Day Breakfast Isn't Just For Customers](https://cdn.jwplayer.com/manifests/lN6IWAr1.m3u8) (1:18)  _Published 2015-09-01. McDonald's is finally going to start serving breakfast all day long, but it's not just to make you happy — it's a business move._ --- Jul 27, 2023 6:45 PM UTC --- ## More From This Series [All Videos](https://time.com/video/) [McDonald's Serves Breakfast All Day Now \(Minus Hash Browns\)](/video/jWZzL0BP/) ### McDonald's Serves Breakfast All Day Now (Minus Hash Browns) [McDonald's, McMuffins, and All-Day Breakfast](/video/iTtp0qBo/) ### McDonald's, McMuffins, and All-Day Breakfast [Breakfast War Between McDonald's And Taco Bell Grows](/video/lS9nUHQK/) ### Breakfast War Between McDonald's And Taco Bell Grows --- ## Transcript Never again will you stroll into a McDonald's at 10: 32 AM and be denied breakfast food. Beginning October 6th, more than 14, 300 US locations will serve breakfast all day long. It's a dream come true for many Americans who crave hotcakes, hash browns, and Sausage Egg McMuffins after the usually mid morning menu change. But as you might have imagined, the change is not all about making you happy, it's also about McDonald's finally coming back from a sales slump that started roughly three years ago. McDonald's USA president told the Wall Street Journal this is the consumers' idea. This is what they want us do do. That's why I think this course be the catalyst for our turnaround In July, the company had taken a stance against serving breakfast all day long. The main concern was that location's grills weren't large enough to cook all the different meals required for an all day breakfast menu. But that's nothing a kitchen upgrade can't fix. And McDonald's knows that now, probably thanks to a testing period that began in March. Unfortunately, not all breakfast dishes will be offered all day, and we're still not sure if McGriddles made the cut. And the chain is also getting rid of a few daytime menu items to make room for the breakfast bunch, but those changes will be different depending on the market. ```json {"@context":"https://schema.org","@type":"VideoObject","name":"McDonald's All-Day Breakfast Isn't Just For Customers","description":"McDonald's is finally going to start serving breakfast all day long, but it's not just to make you happy — it's a business move.","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/lN6IWAr1/poster.jpg?width=720","uploadDate":"2015-09-01T22:51:14.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/lN6IWAr1.m3u8","embedUrl":"https://time.com/video/lN6IWAr1/","duration":"PT1M18S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/video/lN6IWAr1/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}} ```