McDonald's is in the early stages of looking at whether it can extend its breakfast hours.
Fans of the Egg McMuffin have long wanted the option to get breakfast at McDonald's after 10:30 a.m. But offering both breakfast and lunch was considered logistically impossible give the limited space in kitchens.
Still, it's an option the chain is eying more seriously as people's eating habits change, particularly for people in their 20s and 30s.
"We know, as an example, that breakfast on the weekend cut off at 10:30 doesn't go very well," Jeff Stratton, head of McDonald's USA, said in an interview.
Stratton declined to provide details on how McDonald's would serve breakfast later in the day, saying, "We're just beginning."