McDonald’s Considers Offering Breakfast Past 10:30 AM

McDonald’s is once again entertaining the idea of extending breakfast hours. The reason behind this change of heart? Apparently, millennials — the holy grail of marketing — don’t like waking up in the morning.

“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, told AP.

While offering both breakfast and lunch options past 10:30 was considered logistically impossible, due to tight kitchen layouts, AP reports that the chain is making a push to adapt to people’s changing eating habits — “those coveted customers in their 20s and 30s” in particular.

At the moment, Stratton remains cagey: “Well, we’re just beginning. … We’re just taking a look at it.”

Still, the move to extend breakfast hours may just be the thing McDonald’s needs to take on the competition and revive slumping sales. It’ll just require the support of their more than US 14,000 franchisees.