McDonald’s is expanding their “After Midnight” offering, which offers breakfast items such as the Egg McMuffin and Hash Browns after Midnight. After a successful test in three cities in the US, McDonald’s is ready to launch the menu to a wider audience. Elizabeth Friend, Consumer Foodservice Industry Analyst at Euromonitor, believes this is a step in the right direction for McDonald’s – a company always attempting to expand the hours consumers will visit their restaurants. Fast food in particular has faced serious competition from fast casual chains, such as Chipotle and Panera Bread. However fast casual chains are not open late and fast food is attempting to cash in on this time slot.
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