180º turn at McDonald's: the chain announces a historic change in the United States

For decades, McDonald's has been synonymous with speed, affordable prices, and a constant presence in the daily lives of millions of people. Its restaurants, spread across the country, have kept a fairly predictable routine. But the most iconic fast food chain is about to break with the established.

Starting this summer, McDonald's will extend its hours in the United States, with most of its locations open until midnight or even later. According to a spokesperson, this measure will not apply to "non-traditional" locations such as airports or shopping centers, which will keep the usual breakfast hours. The decision is part of a broader strategy to adapt to new consumption habits and strengthen its nighttime presence.

Reinforcement of the strategy and new hires

The change in hours comes at a delicate time for the chain, which has suffered a 3.6% drop in its sales in the USA, the worst decline since the pandemic. Consumers' concern about the economy is causing a general decrease in spending, even on economical options like fast food. In this scenario, McDonald's has opted to extend its availability to attract more customers outside the usual hours.

In addition to extending its hours, the company plans to hire about 375,000 people during the summer, according to The Independent. These new hires will help manage the increase in nighttime activity and ensure smooth service in the establishments that decide to join this initiative. Franchisees will have some freedom to decide which menu items to offer at night, although the most iconic dishes are expected to be available.

Promotions, giveaways, and viral phenomena

To celebrate this new phase, McDonald's launched a national promotion on May 24. In cities like Los Angeles, New York, and Detroit, gift cards and merchandise were distributed at street events and concerts. The star of this promotional action was the new McCrispy Strips, a product the chain strongly backed.

On the same day, they also gave away a thousand virtual cards to redeem free McCrispy Strips. To participate, fans had to upload a story on Instagram with the hashtag #DipforMcCrispyStripsGiveaway and tag @GoFooji.

Meanwhile, a curious phenomenon helped keep McDonald's name on everyone's lips. A TikTok video, posted by user @MillyHancockk, popularized the idea that fries accompanied by a large Coke can relieve headaches.

Thousands of users claimed that this trick really works, generating even more visibility for the brand on social media. Although there is no medical evidence to support it, the salty and sweet combination gained many followers among users.