A McDonald's in the Central Square of Cambridge, Mass. will soon have the state's first-ever 24-hour walk-up window The Boston Globe reported.
"(The window will appeal to younger millennials) who are enjoying the nightlife in Cambridge," as well as to people who work nights,)" the company said in a statement.
Walkers will be able to place food orders 24 hours a day especially after the restaurant shuts its lobby for the night at 11 p.m. and get items just by standing outside the establishment rather than having to go inside.
"It allows them to have a convenient place to stop when the bar closes," Nicole DiNoia, a McDonald's spokeswoman told The Globe. The window is also in New York, and Chicago.
A McDonald's in Burlington, VT also has a walk-up window, which counts as the second one in New England.
"It allows them to create security for the store by closing the lobby and still keep the revenue flowing," Darren Tristano, executive vice president at research firm Technomic told The Globe.
The news is the latest development in McDonald's efforts to bring in more revenue.
"The fast-food industry is barely holding steady," Bonnie Riggs, a restaurant analyst at NPD Group told The Globe. "We're all looking for new avenues and channels to drive our business, and this is just another way. You're making it as convenient as possible for the customer to come to you."
McDonald's has added to and changed its menu options as another way to boost sales, and list profitable food products.
Changes have included Mighty Wings for football season, the holding off of the McRib's national launch unless a location wants to sell it, a build-your-own burger concept the company is currently testing out, and a Southwest burger and Bacon Hot 'N Spicy McChicken sandwich. The fast-food chain is also seeing how a McD mobile app fairs.
McDonald's is also adding a third pick-up window to all of its drive-thrus next year to help alleviate congestion and decrease wait times.
