McDonald's on Tuesday began serving breakfast all day, reportedly in an effort to reverse declines in domestic sales.
Breakfast remains the only segment delivering strong growth at the fast-food chain, according to a NBC News report.
Breakfast visits jumped 5 percent in the year ending in June, while lunch increased by only 1 percent, according to data from the NPD Group referenced in the NBC article.
"Breakfast has been such a growth area because consumers feel it's a good way to jumpstart their day. It's a lower priced occasion. Especially for fast food, it's convenient," said Bonnie Riggs, a NPD restaurant industry analyst who was quoted by NBC News.
As McDonald's retools its breakfast offerings into a pared-down version of its complete menu, Riggs said its strategy will likely have limited downside, according to NBC. "The only potential risk is it's a growth opportunity, but it could cannibalize other menu items," she was quoted.
According to a related ABC News report, McGriddle sandwiches, bagel sandwiches, cinnamon melts and Big Breakfast platters will not be included on the new menu. On a market-by-market basis, some items that might not be available include Egg White Delight McMuffins or steak, egg and cheese McMuffins.
Despite these limitations, reactions on Twitter have been decidely positive with #AllDayBreakfast trending heavily Tuesday morning. User @CoreyAllenTate said, "I'm way more excited about #AllDayBreakfast than the #2016Election," while @ThisBeLiz relayed, "#AllDayBreakfast means you can cure your hangover no matter how late you wake up the next day." @ExcitableBob was perhaps most enthusiastic, with "#AllDayBreakfast starts today: I've been waiting 40 years for this."