STRATEGIC PARTNERS
August 7, 2012
McDonald's is going after the nocturnal crowd, testing breakfast after midnight in the Columbus, Ohio, market. According to Columbus Business First, the chain's "Breakfast After Midnight" menu includes Egg McMuffins, Sausage McMuffins, hotcakes with sausage, breakfast burritos, oatmeal, hash browns, juice and coffee.
The breakfast menu is available after 12 a.m. at most of Central Ohio's McDonald's restaurants. The exceptions are those not open 24 hours a day.
Columbus-based agency Fahlgren Mortine is handing the "Nocturnivore" campaign to spread the word about the late-night offerings.
The broadened menu offers plenty of sales potential. Breakfast accounts for about 30 percent of McDonald's sales in the U.S. According to the Wall Street Journal, McDonald's is increasing its 24-hour locations, which now account for about 40 percent of the entire system. Those locations generate about 10 percent more than stores with regular hours.
During the company's first quarter earnings report, executives noted that the nocturnal daypart – between the hours of 12 a.m. and 5 a.m. – is the fastest growing segment.
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