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Canadians hankering for a breakfast sandwich in the evening will soon be able to satisfy that craving at most McDonald's and A&W restaurants later next month, as the fast-food chains concede to growing consumer demand to have their signature morning staples served throughout the day.
On Feb. 21, McDonald's Canada will start serving breakfast beyond its usual cut-off time of 11 a.m. at 1,100 of its 1,450 restaurants.
And then less than a week later, A&W Food Services of Canada will launch its all-day breakfast program on Feb. 27. It expects 95 per cent of its 879 stores to make the transition by spring.
■McDonald's tests all day breakfast at 20 locations across Canada
■Second Cup seeks turnaround as coffee wars heat up
Serving up pancakes, eggs and hash browns is a growing market in Canada, according to Robert Carter, executive director of food service for market research firm NPD Group.
According to NPD data, 1.24 billion of the 6.5 billion visits made to Canadian restaurants between December 2015 and November 2016 took place during breakfast. That's an increase of 6.3 per cent compared to the same time period over previous years, one that came at the expense of traffic during other meal times, especially dinner.
During that same time period, NPD also observed that Canadians consumed nearly 536 million breakfast sandwiches — up nearly 49 million compared to previous years.
■Why Canadians drink more coffee than almost anyone else in the world
"When you look at where the growth in the marketplace has come from for the quick-service segment, it's all about the breakfast day part," said Carter, explaining that the generation born after 1980 tends to opt for a convenient take-away breakfast over making the meal at home.
McDonald's Canada CEO John Betts said the company has been experimenting with extended breakfast hours for a little over a year at its two stand alone McCafe locations in Toronto, as well as various restaurants throughout the Greater Toronto Area, Vancouver and Montreal since the latter half of 2016.
Pilot project succeeds
In early January, McDonald's announced the arrival of all-day breakfast at 17 of its restaurants in Ontario, Quebec and British Columbia.
"Folks are looking for and have been looking for this kind of offering for the longest time," said Betts, estimating the company received thousands of tweets last year requesting the option.
■Tim Hortons launches app to pay and go with no line
"We know we're going to do well with it."
A&W also tested the all-day breakfast option at 40 of its restaurants early last year and said it received a tremendous response, especially from millennials.
People have different schedules and traditions around when people eat have changed over the years, said Susan Senecal, president and chief operating officer.
"We started hearing from people saying, 'Gee, I wish I could get this any time of day."'
McDonald's and A&W aren't the first major fast-food players to offer all-day breakfasts nationwide.
■Tim Hortons opens new front in Canada's coffee wars
Starbucks Canada, for example, has offered breakfast during all its regular store hours in Canada since 2008. Company spokeswoman Madeleine Lowenborg-Frick said in an email that the coffee chain introduced the service to meet its customers' needs throughout the whole day.
Not everyone, however, is convinced breakfast hours need to be any longer.
__________________ "There's a lot of dead people who had the right of way." "Never argue with stupid people, they will drag you down to their level and beat you with experience." "I have a lot of beliefs, and I live by none of them. They're just my beliefs, they make me feel good about who I am. But if they get in the way of a thing I want, like I wanna jack off or something, I just do that."
I agree...would be nice to order a Big Mac at 10am. I won't complain about being able to get hash browns with my Big Mac outside breakfast hours though.
Believe or not McDonald's wrap tastes better than Tim Hortons farmers wrap.
I'd believe it, almost everything Tims makes taste terrible.
__________________
“The world ain't all sunshine and rainbows. It's a very mean and nasty place... and I don´t care how tough you are, it will beat you to your knees and keep you there permanently, if you let it. You, me or nobody, is gonna hit as hard as life. But ain't about how hard you hit... It's about how hard you can get hit, and keep moving forward... how much you can take, and keep moving forward. That´s how winning is done. Now, if you know what you worth, go out and get what you worth.” - Rocky Balboa
Honestly I'm not sure why that is. You'd think they get the same suppliers but different shapes.
Unless things have changed, the Triple Os hashbrowns were excellent as well. That said, I never decline the opportunity to upsize my McDonalds breakfast to get that second hashbrown. What I haven't done is get the McWrap meal upsized for 3 but with this most-awesome news there's more opportunity to
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