Have you ever experienced the nightmare of sleeping through your alarm that is supposed to wake you up for the sole purpose of getting to McDonald’s (NYSE:MCD) in time for breakfast? The fast food giant’s newest move might be the answer to your problems. You just have to make sure you don’t go to sleep.
This time around, the company is courting late-night eaters. And it’s hoping to appeal to those who especially like breakfast. While it is unclear how long the plans will last, certain 24-hour McDonald’s restaurants in the U.S. will begin serving a limited selection of breakfast and dinner items this month before midnight and 4 a.m., USA Today reported Wednesday.
The new “After Midnight” menu will allow hungry night owls to mix and match from the breakfast and dinner menus, arguably any McDonald’s groupie’s dream. But don’t get too excited. The restaurant is not making the move into all-day breakfast anytime soon, as it can’t support the “major equipment upgrades and massive retraining” such a move would entail. Thus, if you want McDonald’s breakfast, and you really can’t get out of bed in the morning, hopefully you’re ready to stay up past midnight.
It comes as little surprise that the fast food chain is trying to make big moves to lure its customers back to the golden arches. The company has recently reported abysmal monthly sales, and is eager to turn its bad luck around. And it understands that the way to do it in this present-day economy is not through price increases. Therefore, the company must try to bait both old and new customers with different appealing options, and this one’s for the late-nighters.
And the Millenials, one of McDonald’s targeted audiences, are likely to benefit the most from this new menu news. Reports have proven they stay up late and eat what they want, when they want. That is why a senior special might not appeal to them, but a late-night one could. While Burger King (NYSE:BKW) does not serve breakfast all day, most Jack in the Box (NASDAQ:JACK) and Sonic (NASDAQ:SONC) restaurants do. Could this perhaps be a step in the right direction for eventual all-day breakfast options from Ronald McDonald and more? We can only hope.