​McDonalds Breakfast Turns Into Late-Night Snack

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August 8, 2012

McDonald’s Corp. wants to turn their breakfast menu into a late-night snack, such as Egg McMuffins, Sausage McMuffins and hotcakes, starting at midnight at selected locations.

Danya Proud, a spokeswoman for the Oak Brook, Ill.-based fast food chain, said that several markets are adopting the program, but that it isn’t being done nationwide yet. She did not have specifics, but added that Boston and Denver are among markets either participating or exploring the option.

The way the program works can vary, too. Proud said some restaurants are offering the full breakfast menu, while others are offering only select items.

In fact, several locations in Florida along I-95 are offering “Breakfast After Midnight” as a way to remain open 24 hours a day for tourists.

McDonald’s breakfast menu also includes oatmeal, fruit and yogurt parfait, hash browns and a sausage burrito, typically starting at 5 a.m.

Breakfast accounts for about 30 percent of McDonald’s sales in the U.S. According to the Wall Street Journal, and the company 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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