From the popularity of McDonald’s all-day breakfast menu to the rise of hipster-baiting cereal cafés, restaurants nationwide are catering to consumers’ free-form dining habits with menus adaptable across mealtimes, according to market research firm Packaged Facts in the new report Breakfast and Breakfast Foods All Day: Culinary Trend Tracking Series.

“This is an age of all-day breakfast selections that can shape-shift their way through the day, multi-purposing for breakfast, lunch, post-work drinks and takeout, dinner, and midnight snacks,” says David Sprinkle, research director for Packaged Facts. “Breakfast food menus and retail products can appeal to all budgets, all levels of appetite, and all food preferences and dietary requirements.”