Fast-feeders wake up to late-night potential; Expanded hours catering to nocturnal noshers boost same-store sales.(Taco Bell Corp)(growing demand of fast food industry)(McDonald's Corp)

Advertising Age, April, 2006

Byline: KATE MACARTHUR

Leno, letterman and Conan, watch your backs. Big Fast Food is after your audience.

As the 24-hour economy pushes dinner time into what used to be bedtime, fast-food marketers are finding strong sales in the hours between dinner and breakfast, which NPD Group estimates now accounts for nearly 8% of the $160 billion fast-food industry.

"The notion of breakfast at 7, lunch at 12 and dinner at 6 is over,'' said Bob Golden, exec VP at consultant Technomic. "Our meal periods are changing and late-night dining is just a manifestation of that ... fast food is capitalizing on it.''

Indeed, the sleepy hours once owned by Taco Bell and Wendy's are becoming a battleground among the nation's biggest fast-food chains. The...

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