Since its beginnings, McDonald's has been synonymous with speed and accessibility. With such a broad presence, its hours have always been consistent, providing fast food at any time of day. However, times are changing, and the chain is ready to make a shift.
This summer, McDonald's has decided to make a significant change. Starting this season, most of its locations in the United States will remain open until midnight, and in some cases, even later. This decision is part of a much broader strategy to adapt to new consumer demands and take advantage of the growing trend of going out later.
A necessary change at McDonald's to keep its relevance
McDonald's has had to react to a drop in its sales in the U.S. market. The chain has seen a 3.6% decrease in its revenue (3.6%), the worst decline since the pandemic. This is due, in part, to the decrease in consumer spending, which has extended even to affordable options like fast food. Faced with this situation, the brand is betting on expanding its availability to attract more customers, especially during the night.
The goal is to reach those who are looking for quick and accessible options during the early morning or outside traditional hours. However, locations in non-traditional settings, such as airports or shopping malls, will keep their usual breakfast hours, as has been confirmed.
McDonald's will provide new employment opportunities
To ensure the success of this new measure, McDonald's has announced that they will hire about 375,000 people during the summer. This increase in staff will allow them to handle the rise in activity during nighttime hours, ensuring that all restaurants can keep quality in their service. In addition, franchisees will have the freedom to decide which products they will offer on their nighttime menus, although the most popular dishes will be available.
As part of this strategy, McDonald's launched a national promotion at the end of May. In key cities like Los Angeles, New York, and Detroit, they handed out gift cards and merchandise at street events and concerts. This campaign included the launch of the new McCrispy Strips, a product that has become one of the most desired by the brand's fans.
Additionally, the viral TikTok phenomenon has also worked in McDonald's favor. A video posted by user @MillyHancockk suggested that a combination of fries and a large Coca-Cola could relieve headaches, which quickly caused hundreds of comments and shares. Although there is no scientific evidence to support this claim, the virality of this "remedy" has caused even more visibility for the brand on social media.