Fast Food Chains Want You to Embrace ‘Fourthmeal’

8 Aug

What do you all think about adding extra meals to the day? Fast food chains hope you are in favor of it- and they are marketing more heavily towards consumers who want to find munchable deals after midnight or before 6 a.m. Great article from TIME Magazine was published today about the ‘questions’ that several well-established fast food chains are posing to consumers. For example, ‘2a.m. breakfast, anyone?’

Fast Food Chains Want You to Eat More Than the Usual Breakfast, Lunch, and Dinner

You’d think that McDonald’s, Taco Bell, and other chains would be satisfied to draw in crowds who come during the normal meal hours, and who order food and beverages that are normally enjoyed during those hours. Instead, in the never-ending quest to boost sales at all hours of each and every day, chains find it far too limiting to accept classic nutritional concepts — like that there should only be three meals per day, and that it’s not a good idea to start the day off with a sugary soft drink.

Here, a few questions fast food giants are posing to consumers:
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2 A.M. Breakfast Anyone?
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For a few weeks now, reports Columbus Business First, McDonald’s has been testing out “Breakfast After Midnight” at more than 100 locations in central Ohio. As soon as the clock strikes 12, customers can order Egg McMuffins, breakfast burritos, hotcakes, and other favorites normally only served during the morning hours.
The program is part of McDonald’s “Nocturnivore” campaign, aimed at attracting late-night (or very early morning) diners who are hungry, or perhaps just bored and looking for something to do, to its restaurants, which are increasingly open 24 hours a day. For obvious reasons, the wee hours of the morning are the slowest for business at fast food restaurants. Just 1% of quick-service restaurant foot traffic arrives between 2 a.m. and 5 a.m. But McDonald’s wants to change that, and is waving the prospect of an extremely early breakfast as a way to drum up business during the normally dead time period.
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Soda: Breakfast of Champions?
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USA Today recently highlighted the mini push to encourage fast food diners to have a sugary soft drink with breakfast, rather than the usual orange juice or coffee. In one promotion, Steak ‘n Shake was offering a free breakfast taco with the purchase of a $1.79 28-ounce Coca-Cola between the hours of 6 a.m. and 11 a.m. A 28-ounce soda, by the way, would be a full can’s worth (12 ounces) in excess of the soda ban proposed in New York City.

Since May, meanwhile, many Taco Bells have been promoting what it calls “MTN Dew A.M.,” a concoction mixing Mountain Dew and orange juice, served until 11 a.m.

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