Typically, locations stop serving breakfast after 10:30 a.m. local time during the week and as late as 11 a.m. on the weekends.

Testing 24/7 breakfast “makes sense” to Janney analysts, who note, “We believe customers generally want to see McDonald’s offer breakfast items all day.”

In the past, McDonald’s has stressed how limited grill space hampers its ability to serve all-day breakfast.

McDonald’s plan to test 24/7 breakfast comes amid increased pressure in morning sales from Taco Bell’s breakfast menu, which launched last year.