Late-night eaters win fast food's attention

04/24/2006 | Advertising Age (tiered subscription model)

Fast-food marketers are seeing a lucrative new meal ticket in the late-night period between dinner and breakfast. With research showing late-night sales now make up 8% of the $160 billion industry, Burger King and McDonald's are vying for overnight eaters with Wendy's and Taco Bell, which have long claimed this time slot.

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