Breakfast For Dinner? McDonald's Hopes To Make A Comeback With All-Day Breakfast

It's no secret that McDonald's Corporation (NYSE: MCD) has been struggling to keep up with innovative fast-food rivals like Shake Shack Inc. (NYSE: SHAK) and Chipotle Mexican Grill, Inc. (NYSE: CMG) which have been quickly changing the landscape of the industry.

However the company seems to be going back to basics by focusing on what many customers say is one of the hamburger chain's best attributes— breakfast.

McMuffins All Day Long

The company announced on Monday that it would be testing all-day breakfast service in San Diego in the coming months in an effort to satisfy customers' changing preferences.

The decision would put McDonald's on a level playing field with diners like Waffle House whose coffee and breakfast offerings are well-known for being late-night snacks as well as Sunday afternoon lunches.

However, McDonald's franchise owners have said all-day breakfast could increase customer wait-time as the grills used to make the breakfast sandwiches are the same as those used for hamburgers.

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McDonald's Experimenting With New Services

All day breakfast isn't the company's only effort to attract new business. McDonald's is also looking at making its dining experience more personalized.

In Southern California, the company is testing "Build Your Burger" options that allow customers to choose from a variety of options to create their own sandwich.

In Germany, one McDonald's is experimenting with table service; customers order via a digital kiosk and have their food delivered to their table by a waiter.