During the month of February, McDonald’s has been using its social channels to recognize the contributions of the 15 million folks in the U.S. who work nontraditional schedules — driving awareness of its all-day-breakfast in the process.
The QSR asked communities across the country to nominate "local heroes" who work such schedules and exemplify service and commitment to their communities.
Now, to cap off the month — and celebrate Leap Day — each hour during Feb. 29, McDonald’s is updating its Twitter page with a photo or video showing a surprise being given to one of the 24 winning do-gooders.
The heroes are receiving #AllDayBreakfast and personalized gifts, such as a $500 donation to the winner’s organization or the charity of his or her choice.
The winners — who represent 20 different cities — include police officers, nurses, teachers, tradespeople and businesspeople who put in long, hard days and also manage to find time to serve their communities in other ways.