Can McMuffins at Midnight Save McDonald’s?

The fast food chain will test serving breakfast all day long beginning next month.

They will try two different concepts.

One is a "McBrunch" that offers some breakfast items until 2PM.

It will be tested in a small midwestern market.

The other is full breakfast, all the time, in San Diego.

Franchise owners have resisted the idea before, saying the already complicated McDonald’s menu slows down service.

And the company admits that the size of their current restaurant grills can’t support all breakfast all the time.

But analyst Mark Kalinowski says breakfast could be the key to a McDonald’s turnaround.

“We believe customers generally want to see McDonald’s offer breakfast items all day,” Kalinowski wrote Monday.

“Arguably, the two most craveable items on the McDonald’s menu are its French fries and breakfast items such as the various McMuffin permutations and the utterly delicious McGriddles. Having those breakfast items available to sell all day would also serve as a reminder to customers (and the media … and Wall Street) that McDonald’s does indeed have craveable food to sell.”

A survey by the National Restaurant Association found that 72% of adults want breakfast around the clock, and the percentage climbs among millennials.

If the chain decides to go with the breakfast expansion, it would probably scuttle plans for the Build Your Burger bar that they have been testing.

You can read more about the test at the Nation’s Restaurant News.