McDonalds breakfast has been extended to a new time: midnight. The popular fast food restaurant is currently testing their breakfast menu during later hours in 127 stores in central Ohio.
McDonalds Breakfast After Midnight menu seeks to take advantage of the different demographic that exists late at night. College students, partiers, those who work night shifts, those who work from home, and various others could participate in the late night breakfast food.
"We see this as an opportunity to continue to grow our breakfast business," Danya Proud, a McDonalds representative, told the Chicago Tribune. "Customers are commuting longer, people are out at different hours of the day."
"This is a good opportunity to meet the needs of those customers," she added.
Less than 1 percent of total fast food traffic comes between 2 a.m. and 5 a.m., according to an NPD report cited by Burger Business. However, 7 to 10 percent of McDonalds restaurants' revenue comes between midnight and 5 .a.m- something the company seeks to expand.
Advertisers have branded the new campaign "Nocturnivore," showcasing the 40 percent of McDonalds that are open 24 hours a day. The "increasingly blurred timelines for when people consume breakfast, lunch and dinner," says Proud, allow for more consumers to take advantage of a 10-hour breakfast period.
The Breakfast After Midnight Menu will have many of the popular items customers are already familiar with, such as: Egg McMuffins, Sausage McMuffins, hotcakes with sausage, breakfast burritos, fruit and maple oatmeal, hash browns, juice, and coffee. McDonalds' staple burgers will also be available during the same time.
Though the new breakfast menu may seem like a novel idea, McDonalds is really only instituting a popular strategy by other fast food chains. Taco Bell has a "fourth meal" menu, Wendy's launched an app to help customers locate 24-hour restaurants, and Burger King has many 24-hour franchises as well.
Currently, Proud maintains that the testing will remain in the 127 locations in Ohio. There are no plans to expand the Breakfast After Midnight menu to other states.