Burgers, salads, fruit bowls, wraps, yogurts, nuggets, and fries are just a few of the many food options at McDonald’s. Although this variety might look appealing at first, the company’s sales have taken an embarrassing plummet in recent quarters as the more successful fast food chains have moved toward product specialization.

The popularity of “specialization” makes sense. Make one item, and make it the absolute best it can be, for there is no point in offering a menu full of items if only a few of them are popular.

Last year, in an effort to boost sales, McDonald’s caved to long-time criticism and began offering an all-day breakfast menu. This bold move has been a great success for the company.

In January, McDonald’s recorded its largest surge in performance in the last four years, with sales increasing by 5.7% over the last three months. Its shares are now up roughly 30% since this time last year and are trading at all-time highs.

Conceding to the customers’ requests for an all-day breakfast menu has proven to be one of the company’s wisest decisions in a long time.