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McDonald's to test all-day breakfast menu

McDonald's McMuffin

After enforcing a strict set of designated breakfast hours, McDonald’s will be testing an all-day menu that extends beyond the 10:30 am cutoff which has foiled many a tardy customer craving a sausage McMuffin.

The trial will roll out at select restaurants in San Diego next month before being considered for adoption system-wide, reported Business Insider.

It’s the latest strategy from the burger giant to corner the coveted breakfast market, one of the last growth channels for North American fast food chains.

It’s also become a major battleground between brands.

Last week, Taco Bell released an eyebrow-raising ad depicting McDonald’s as ‘Routine Republic,’ a dystopian state where the proletariat eat the same, tired breakfast sandwich every day, the latest salvo volleyed at its rival.

The ad was launched to promote its newest breakfast item, biscuit tacos.

Until now, McDonald’s has scheduled designated breakfast hours (some locations extend breakfast until 11 am on weekends) because of limited grill capacity: most are too small to handle both breakfast and regular menu items.