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.
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.