It might have taken the sacrifice of 58,000 McMuffins to Ronald McDonald, but McDonald's has finally listened to customers and started rolling out all-day breakfast.
Rolls, hash browns, pancakes and muffins have until now been cruelly restricted to any time before 10.30am, but starting next month in San Diego restaurants they'll be going 24-hour.
McDonald's said in a statement that the move was a response to customers saying they would like to be able to eat breakfast foods outside of morning hours.
It's been a long time coming. The 10.30am cut-off caused Michael Douglas's character to go on a criminal rampage in Falling Down, and that film was made back in 1993.
The company previously confirmed on Twitter in February that it doesn't serve breakfast all day because its grills "just aren't big enough for breakfast and lunch".
Flagging profits have forced McDonald's to re-evaluate its menu and practices however, and adapt to shifting habits.
A spokesperson said on Monday that it was too early to speculate on the San Diego test's outcome, but if it is successful all-day breakfast could be rolled out worldwide soon.Reuse content