Starbucks, in particular, has seen great success after adding oatmeal to its menu (it is sold all day long and is especially popular in winter months).
At McDonald's , breakfast foods generate about a quarter of total sales. However, given the higher-than-average margins, Barclay's Capital analyst Jeffrey Bernstein estimates breakfast accounts for 35 percent of McDonald's profit.
The restaurant first introduced breakfast in 1972, with the launch of the Egg McMuffin sandwich. Since then, it has expanded the menu with other versions of the McMuffin, along with the McGriddle and breakfast burritos.
More recently, McDonald's has made an expanded push into the coffee market, adding both hot and cold variations of the drink, along with a massive advertising campaign, targeting Starbucks and Dunkin Donuts.
On Thursday, May 13, Carl will report from McDonald's headquarters in Chicago; his reports will include a tasting of the new oatmeal inside the company's test kitchen during 'Power Lunch' between 12-2pm ET. Kelly Lin contributed to this story.