Consumers, Fast Food/Quick Service Restaurants, Trends

McDonald’s takes on the fast-food dead zone

Image result for mcdonaldsTo lure more mid-afternoon customers, McDonald’s Corp. is rejecting its recent health-food kick and rolling out the sweets: croissants, muffin tops and a new sundae-topping station for ice cream lovers. The challenge is daunting. The hours between lunch and dinner are a fast-food dead zone. Only about 5 percent of McDonald’s customers show up at non-meal times such as 2 p.m. to 5 p.m., according to Peter Saleh, an analyst with BTIG in New York. “You’re going to have to give customers a real reason to come in during that off-peak hour,” he said. McDonald’s has a lot riding on the initiative. McDonald’s is pushing the more indulgent side of snacking with its 620-calorie turtle brownie sundae, topped with hot fudge, caramel, whipped cream and salted pecans. But the chain might do better if it promotes more traditional McDonald’s food during slower afternoon times, according to data from NPD Group. The most-ordered snacks in the U.S. are burgers and fries. More

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