Drunken Midnight McMuffin

The Twitter feed for McDonald’s is full of “hip” GIFs and videos today as they promote the national roll-out of “all day breakfast.” Crain’s Business reports:

McDonald’s is launching all-day breakfast nationwide starting Oct. 6, the latest attempt of the struggling fast-food giant to reverse seven straight quarters of declining sales. The Oak Brook-based chain’s franchisees voted to approve the measure, which first surfaced publicly in July. McDonald’s announced the news on its Twitter feed this afternoon in a series of tweets directed at celebrities. The launch would come just months after the company began testing the idea in 94 restaurants in San Diego, a pilot program that so far has produced “encouraging” results, according to a memo obtained in July by Crain’s. Breakfast has been one the chain’s lone bright spots over the last two years, a high-margin meal that drives more traffic to McDonald’s over virtually all other fast-food competitors. A recent survey for Crain’s found that all-day breakfast would cause a third of Americans—and more than half of those who dined at McDonald’s most recently—to visit more often.