McDonald's New Plan: Make 3am a Hot Time to Dine

Some locations testing very early breakfast menu
By Evann Gastaldo,  Newser Staff
Posted Aug 7, 2012 9:05 AM CDT

McDonald's has pretty much conquered America, but its hold is not yet complete: Less than 1% of all fast food traffic comes between 2am and 5am. But now the fast food giant plans to take aim at very-early-morning eaters, Business Insider reports. It's testing "Breakfast After Midnight" in 127 Ohio locations that are open 24 hours, expanding its breakfast menu so that it will be offered for 10 full hours, from midnight to 10am.

Not all breakfast items will be offered, just the most popular ones—including McMuffins, hotcakes, oatmeal, and hash browns. Typically, McDonald's offers breakfast starting at 5am, notes Burger Business (which calls the 2am to 5am window fast food's "last unconquered frontier"). The chain has been expanding its 24-hour locations; as of 2011, 40% were open 'round-the-clock. The marketing campaign for this new push will use the catchy term "nocturnivores," Business First notes. (More McDonald's stories.)

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