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There's one untapped part of the U.S. market that the chain is now aiming for: the length of time between 2 A.M and 5 A.M. Less than 1 percent of total fast food traffic comes in during the "last unconquered frontier" for quick-service restaurants, according to an NPD report cited by Burger Business.
So, what's McDonald's plan? Transform midnight into the beginning of the morning, extending breakfast into a 10-hour chunk. It's testing Breakfast After Midnight, which is a menu featuring some of its most popular breakfast items, during late-night, reports Dan Eaton at Columbus Business First.
The fast food world better watch out. After all, McDonald's breakfast menu is already powerful, and it would be a big win for the chain if it can claim the final part of the day still unconquered by fast food.