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

•, Kim Bhasin
 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.

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.

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