According to The Motley Fool, "McDonald's has been hinting at longer breakfast hours, and they are a long time coming. The fast-food chain's short breakfast hours have irritated so many for so long that they have provided the foundation for a scene in an Adam Sandler movie. So, it's little wonder that when a McDonald's spokesperson mentioned longer hours recently, it drew plenty of attention."
McDonald's might be taking this step to fight against Taco Bell. Taco Bell has announced its plans to enter the breakfast market by adding new and yummy products like Waffle Taco and Cinnabon treats in its breakfast menu.
And the other thing is that the McDonald's breakfast hours are really short. And this thing irritates its customers. But this step may have been taken a little too late.
"The plans for the company to extend its breakfast hours may be coming too late in the game for it to wrest control of breakfast back beneath the Golden Arches. With faster-growing competitors like the Dunkin' Brands and Starbucks both successfully pushing further into the breakfast market, McDonald's may be trying to close the door after the Egg McMuffin is already out of the barn," stated The Motley Fool.
But McDonald's is definitely trying to get its customers back. The fast food chain has already added new coffee and breakfast items. But these would not necessarily help it in getting its clientele back. So, it looks like McDonald's might currently be thinking of taking them back by extending breakfast hours. And of course breakfast is considered quite a cheap meal.