Shedding light on a clever idea…
Using the night to help them advertise is clever. Macdonald’s use lighting, reflection and reflective tape to make the point that they are open all night – if if you are not ‘lovin’ it’ you have to smile at the clever! – makes you think!
Craig
April 13, 2012 at 8:07 am…and I also think this is a clever sub-positioning. As someone who is often ‘on tour’ folks would be surprised at how few places open before 7am, or shut shop at 11pm. That’s a real pain when you’re traveling. Unfortunately, I’ve found a wide variance in what it’s like to be inside….the atmosphere varies because some local franchisee’s (probably) don’t get it. Then there are the franchises that don’t open early or stay open late. I think they are missing an opportunity, you’ve underlined in your photos above.