Let’s be honest. The true greatness of McDonald’s lies within the early morning hours when they serve breakfast. And the company realizes it too. Logically moving in the right direction, McDonald’s CEO Don Thompson seems keen to the idea of serving hot cakes, hashbrowns and McMuffins all day long. In an interview with CNBC, Thompson remarked that the company is looking into “innovative ways” to expand breakfast hours for all customers. “I think we’ll be seeing some of those things in the near future,” he says.

While there’s no word on whether or not the company will actually acknowledge their target towards African-Americans with their ads, the company is looking into delivery methods as well as a loyalty program.