McDonald's Offering Breakfast at Midnight

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McDonald's Offering Breakfast at Midnight

08/02/2012

COLUMBUS, Ohio -- Customers no longer have to get up in the wee hours of the morning to get their McDonald's breakfast fix -- now they can just stay up later. At its central Ohio locations, the fast-food chain is offering 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, aimed at capturing more late-night diners, include Egg McMuffins, Sausage McMuffins, hotcakes with sausage, breakfast burritos, fruit and maple oatmeal, hash browns, juice and coffee, according to a report by Columbus Business First.

Breakfast After Midnight is now available at most of central Ohio's 127 McDonald's restaurants. The only exceptions are locations 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 told the news outlet.

Columbus-based Fahlgren Mortine is handling the "Nocturnivore" advertising campaign. In addition to traditional media, the chain has tapped young-skewing venues such as pedicabs and video games to get the message out.