You’d think that McDonald’s, Taco Bell and other chains would be satisfied to draw in crowds who come during the normal meal hours and who order food and beverages that are normally enjoyed during those hours. Instead, in the never ending quest to boost sales at all hours of each and every day, fast-food chains find it far too limiting to accept classic nutritional concepts — like that there should only be three meals per day and that it’s not a good idea to start the day off with a sugary soft drink.
2 a.m. Breakfast, Anyone?
For a few weeks now, reports Columbus Business First, McDonald’s has been testing out “Breakfast After Midnight” at more than 100 locations in central Ohio. As soon as the clock strikes 12, customers can order Egg McMuffins, breakfast burritos, hotcakes and other favorites normally only served during the morning hours.
The program is part of McDonald’s “Nocturnivore” campaign, aimed at attracting late-night (or very early morning) diners who are hungry, or perhaps just bored and looking for something to do, to its restaurants, which are increasingly open 24 hours a day. For obvious reasons, the wee hours of the morning are the slowest for business at fast-food restaurants. Just 1% of quick-service-restaurant foot traffic arrives between 2 a.m. and 5 a.m. But McDonald’s wants to change that and is waving the prospect of an extremely early breakfast as a way to drum up business during the normally dead time period. Read More