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McDonald's Introduces Breakfast After Midnight (BAM!)


Central Ohio McDonald's restaurants are testing early-morning breakfast offerings.

MINYANVILLE ORIGINAL Until recently, the McDonald's (MCD) breakfast menu was typically only available between 5 a.m. and 10:30 a.m. Now, thanks to a new project targeted at what the company calls "nocturnivores," certain 24/7 locations will begin offering breakfast items at midnight.

24-hour McDonald's stores earn about 10% more than stores with traditional hours. In its first-quarter earnings report, McDonald's executives stated that its fastest growing segment is between the hours of 12 a.m. and 5 a.m.

Dubbed "Breakfast After Midnight," the shift means that customers' favorite breakfast offerings will become available starting at 12 a.m. -- including hash browns, Egg McMuffins, Sausage McMuffins, juice, and coffee.

The "nocturnivore" advertising campaign is targeted at capturing late-night diners, primarily from the younger crowd. In addition to traditional media outreach, the expanded breakfast menu is also being advertised in outlets that cater to young people, such as pedicabs and video games.

Unfortunately, Breakfast After Midnight is currently only available in Central Ohio. The company is testing out the project in most of the region's 127 McDonald's stores (excluding those stores that are not open 24-hours).
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