6/6/2013 6:49 PM ET|
Why McDonald's is serving late-night breakfast
Fast-food giants are eager to grab the after-hours crowd. But are Egg McMuffins what nocturnal diners crave?
The menu is being rolled out at an unspecified number of McDonald's 24-hour restaurants, The Associated Press reports. So what do people want between midnight and 4 a.m.? Dinner or breakfast? McDonald's says it will offer a little bit of both.
The menu is limited -- not everything will be available at that time -- but customers can get Big Macs, McNuggets and dessert. And in a new twist, they can now get Egg McMuffins and pancakes as well.
Why the push after midnight? Because McDonald's, like so many rivals, sees the late-night crowd as key to growing sales and profit. It wants to be the place people head to after the nightclubs close. It wants to grab tired workers on the way home from swing shifts.
Up to now, many fast-food restaurants have been content to leave the late-night diners to the likes of Denny's (DENN). Taco Bell, owned by Yum Brands (YUM), has targeted this crowd for years with its FourthMeal campaign, referring to the meal between dinner and breakfast. Now McDonald's and other rivals are taking notice.
- Monsanto claims GMO wheat may be sabotage
- Brazil scraps 'happy prostitute' ad campaign
- New England getting first US offshore wind farm
Copyright © 2014 Microsoft. All rights reserved.
Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.
[BRIEFING.COM] S&P futures vs fair value: +0.70. Nasdaq futures vs fair value: -2.50. U.S. equity futures trade little changed amid upbeat action overseas. The S&P 500 futures hover within a point of fair value. The underperformance of U.S. futures relative to global equities reflects the wait-and-see approach ahead of today's policy directive from the Federal Open Market Committee. Yesterday, the market rallied after Wall Street Journal's Jon Hilsenrath indicated the FOMC plans to ... More
More Market News
An interest rate tease in The Wall Street Journal sends the market into an optimistic tizzy -- but one that doesn't end quite at the top.
MUST-SEE ON MSN
- Video: Easy DIY smoked meats at home
A charcuterie master shares his process for cold-smoking meat at home.
- Jetpacks about to go mainstream
- Weird things covered by home insurance
- Bing: 70 percent of adults report 'digital eye strain'