As of October 2015, McDonald's serves breakfast during all hours of operation. McDonald's locations focus the menu either on McMuffin or biscuit items based on local customer preference.
Before the change in October 2015, McDonald's typically started serving breakfast between 3:30 and 5:00 a.m. and stopped serving breakfast at 10:30 a.m. Customers have been requesting a continuous breakfast menu on Twitter since 2007.
Prior to 2015, McDonald's experienced mediocre growth and earnings due to the changing tastes of its customers and competition from other fast food breakfast restaurants such as Dunkin' Donuts. The change to all-day breakfast is seen as a reaction to these market pressures and is expected to boost sales for local franchise owners.