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McDonald’s Targets Fast Food’s Final Frontier

Hot & Cool Food Trends

You might think that the world’s largest burger chain had no world’s left to conquer. You would be wrong.

McDonald’s has set its sights on the last untapped frontier of the fast food industry: the daypart between 2 a.m. and 5 a.m. According to an NPD report cited by Burger Business, less than 1% of total fast food traffic comes in during this time period.

If you’re thinking “who wants to eat a Big Mac at 3 o’clock in the morning?” – well, how about some hotcakes and sausage? What the McMarketing geniuses are working on is something called Breakfast After Midnight, featuring a menu that includes some of the chain’s most popular breakfast items, such as Egg McMuffins, hotcakes with sausage, breakfast burritos, fruit & maple oatmeal, and hash browns.

McDonald’s is currently testing the program in Ohio with its 24-hour restaurants, and will soon roll out a “Nocturnivore” campaign there to promote late night dining, offering both breakfast items and burgers.

Taco Bell has certainly had some success with its late-night “Fourth Meal” campaign, so we would be the last ones to count out McDonald’s on this latest venture. It will be fun to watch and see if the company can conquer this “final frontier.” I, for one, will be sleeping at that time, so, please, don’t wake me up before you go-go.

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