COLUMBUS, Ohio - Breakfast is going to start much earlier, if McDonald€™s has its way. Earlier, the QSR tested a limited breakfast menu starting overnight at 127 Ohio locations, Business Insider reports.
Less than 1% of fast-food traffic comes between 2 am to 5 am, according to NPD. McDonald€™s wants to turn that downtime into a profitable time with its Breakfast After Midnight program at 24-hour locations.
The test has expanded to Denver and Boston. The menu focuses on popular breakfast items such as Egg McMuffins, Sausage McMuffins, hotcakes with sausage, breakfast burritos, fruit and maple oatmeal, hash browns, juice, and of course, coffee.
Breakfast After Midnight capitalizes on the blurring of set mealtimes, said MacDonald€™s spokeswoman Danya Proud in the Chicago Tribune. "We see this as an opportunity to continue to grow our breakfast business," she said.
Currently, McDonald€™s has no plans to take the idea nationwide. "Customers are commuting longer, people are out at different hours of the day," said Proud. "This is a good opportunity to meet the needs of those customers."