Mc Donald's Launches Breakfast After Midnight For Late-night Diners

Customers won't have to get up in the wee hours of the morning to get a McDonald's breakfast fix - now they can just stay up later.

McDonald's Corp.'s latest menu tinkering is Breakfast After Midnight, a limited menu of some of its most popular morning meal items available for noshing when the clock strikes 12 a.m. The menu choices include Egg McMuffins, Sausage McMuffins, hotcakes with sausage, breakfast burritos, fruit and maple oatmeal, hash browns, juice and coffee.

Most of Central Ohio's 127 McDonald's restaurants are offering Breakfast After Midnight. The only exceptions are operations that are not on a 24-hour schedule. If the McDonald's is open around the clock the whole week or on weekends, it will have McMuffins at midnight, a company spokeswoman confirmed.

Many of the items also appear on Oak Brook, Ill.-based McDonald's (NYSE:MCD) new Favorites Under 400 Calories menu as well, including the Egg and Sausage McMuffin (sans egg).

Columbus-based Fahlgren Mortine is handing the "Nocturnivore" advertising campaign aimed at capturing more late-night diners whether they're craving breakfast or burgers. In addition to traditional media, the chain has tapped such young-skewing venues as pedicabs and video games to get the message out.

Breakfast is a big part of the day for most fast-feeders, accounting for roughly a quarter of total sales. Dublin-based Wendy's Co. (NASDAQ:WEN) has been testing breakfast for several years, while the Subway and Taco Bell brands also have entered the breakfast market in the past few years.

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