Of all the fast food joints, Taco Bell has always been most synonymous with late night cravings. Whether you're an adult under the influence or a teenager with insomnia, it's easy to find Taco Bell calling. The brand even leaned into this back in the 2000s, with a marketing campaign advertising Taco Bell as "Fourth Meal: The meal between dinner and breakfast."
But now, it's a post-COVID world, and everythingshutsdown earlier. Or at least, it did. Now, Burger King is stepping into the Fourth Meal slot, aiming squarely at Taco Bell.
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Restaurant Brands International (RBI) CEO Josh Kobza announced the company's August 7 earnings call that over 1,200 Burger King locations have extended their hours, per Restaurant Dive. Kobza said the change was driven "to help meet late night demand from guests." McDonald's made a similar announcement in May, noting that most of its restaurants would be open until midnight or later. "Our fans know there’s no better way to end an unforgettable night than by feasting on your favorite McDonald’s order," the company said in a statement to USA Today.
Still, the implied jab at Taco Bell was not lost on people. One Redditor pointed out that the "Mexican" chain basically had a monopoly on the late night crowd. "Nothing open at that time, and most places don't take advantage of it [so] they let all that business go to Taco Bell."
A replier claiming to be a Taco Bell employee doubled down. "Correct...we recently, quietly, opened most of our locations back to 4-5AM." An elated person in the thread wrote, "Third shift stoners rejoice!"
Burger King also has been remodeling stores, which it credited in part for its recent growth. “Those portfolios are making significant investments in remodels and the returns from those remodels have been very good,” Kobza said.
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