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McDonald's Is Going For American Fast Food's Last Unconquered Frontier

qsr traffic by daypart
NPD Group / Burger Business

McDonald's has blanketed America with its restaurants, but opening new locations isn't the only way the fast food superpower can grow.

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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.

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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.

McDonald's is trying out the menu in Ohio — a very popular fast food test market — but only at restaurants that are open 24 hours. The “Nocturnivore” campaign that's coming with it promotes late-night dining, offering both breakfast and burgers.

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.

The menu includes:

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  • Egg McMuffins
  • Sausage McMuffins
  • Hotcakes with sausage
  • Breakfast burritos
  • Fruit and maple oatmeal
  • Hash browns
  • Juice
  • Coffee

NOW SEE: 12 McDonald's Menu Items That Failed Spectacularly >

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