The battle for the late-night audience doesn’t only involve Leno, Letterman and Kimmel. Taco Bell’s “Fourth Meal” campaign in 2007 made late night its own daypart, but recently chains have been creating menus and promotions available only in those wee hours.
Wendy’s began with a “Better Later” campaign that made diners aware that many of [...]
Looking to take on Denny’s, McDonald’s and every other kid on the late-night block, Steak ’n Shake has launched an audacious new AllNighter Menu available between midnight and 6 a.m. while also making its full breakfast menu available now from midnight to 11 a.m. (at participating locations, of course).
The attention grabber on the AllNighter [...]
McDonald’s is taking aim at quick-service restaurants’ last unconquered frontier: late night sales. And it is doing so by treating the time from midnight to 5 a.m. as an early-breakfast opportunity rather than a late-dinner or snack period.
Source: The NPD Group/CREST
In 127 24-hour central Ohio locations, the chain has launched a Breakfast [...]