American McDonald’s branches look set to win the war on early morning meal time after announcing they’re going to start selling only muffin tops..

A few years back, McDonald’s began selling all-day breakfasts, and while that resulted in some pretty decent sales for that time of day, it seems that they sort neglected that period of time when people aren’t quite in the mood for a hash brown, and a little bit more keen on something that goes well with coffee. Now, they’ve found their answer, and it looks like an episode of Seinfeld was their inspiration.

As Bloomberg notes, McDonald’s are set to start selling just the top of their muffins as a way to entice customers into their restaurants during the mid-morning rush.

“We took our eye off the ball on breakfast,” explained Chief Financial Officer Kevin Ozan. “With everything else going on, we just lost a little focus on that breakfast day part.”

However, as everyone is noting, their idea of selling only the top of the muffin appears to have been taken straight from a 1997 episode of Seinfeld, aptly titled ‘The Muffin Tops’.

In the episode, the character of Elaine Benes comes up with the idea of just selling the top of the muffin, noting “It’s the best part. It’s crunchy, it’s explosive – it’s where the muffin breaks free of the pan and sort of does its own thing.”

Of course, if whoever was in charge of this decision watched the episode to its fruition, they’d have noticed that the idea didn’t exactly prove successful, due to the fact that the muffin top only tastes good if you bake the whole muffin, thus leading to an excessive number of leftover stumps.

While there’s no word yet as to whether or not this new morning initiative will make it to Australia (who knows, we eventually got all-day breakfast, didn’t we?), we’re just hoping that McDonald’s plan might work out a little bit better in real life than it did on Seinfeld.

Check out Seinfeld’s ‘The Muffin Tops’:

The article was originally published on Brag Magazine