McDonald's 24/7: Wooing "Nocturnivores" to Breakfast After Midnight

McDonald's reported that same-store sales in July were flat worldwide, and it's getting some social-media flack because of its Olympics sponsorship — neither of which casts a rosy pall on the present reality of its business. But as the chain moves further into the new era of new CEO Don Thompson, it continues to innovate, test and probe for fresh ways to expand the brand, the franchise and its business model. Now those trials include breakfast in the wee hours of the night.

Thanks to the stagnating U.S. economy and greater competition globally, McDonald's reported that sales last month at stores open at least 13 months were unchanged worldwide while sales at domestic locations fell by 0.1 percent. Analysts had expected better on both counts. Meanwhile, because it's a purveyor of fat- and calorie-and sugar-laden products that global citizens want to eat — in contrast with the lean, healthy image of Olympians — McDonald's has been getting more criticism on Twitter than the two dozen other big Olympic sponsors, according to an analysis by WPP's MediaCom.Continue reading...