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McDonald’s Testing a Breakfast After Midnight Menu — Dollars and Sense

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It appears that while McDonald’s was busy dominating the fast food world they figured out a way to make themselves an even stronger entity in the quick service food industry.

Their mission is to now focus their super marketing skills into the time between 2 a.m. and 5 a.m., which is the one untapped part of the US market that the home of the Big Mac has yet to uncover.

In fact, it is untapped by the entire fast food industry, with that part of the day responsible for less than one percent of total quick service food traffic, according to Burger Business.

However, McDonald’s doesn’t plan to coax hungry graveyard shift working Americans into their establishments simply with burgers topped with pickles, lettuce, onions and a sesame seed bun. The fast food giant plans to attack the “last unconquered frontier” by extending one of the restaurants most powerful menus – breakfast.

According to Dan Eaton at Columbus Business First, McDonald’s is testing a “Breakfast After Midnight” menu, which features some of their most popular breakfast items.

McDonald’s is currently promoting their “Nocturnivore” campaign in the Ohio test market, and industry experts already believe that it could mean a big win for the fast food giant.

The menu includes:

  • Egg McMuffins
  • Sausage McMuffins
  • Hotcakes with sausage
  • Breakfast burritos
  • Fruit and maple oatmeal
  • Hash browns
  • Juice
  • Coffee

[Business Insider]

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