In the UK, a popular fast food franchise stops serving its breakfast menu at 11AM, and after finding that people crave crispy, golden-brown hashbrowns after this time, Aldi created the Aldi Hash Brown Van—and parked it right outside select restaurant locations after they’ve stopped serving hash browns for the day.

According to Aldi’s findings, this campaign was launched in response to finding that in the UK, 62% of people think breakfast ends too early, and 42% desire all-day hashbrowns. Aldi sells over half a million of its Oakhurst Breakfast Hash Browns in-store per week, and this comforting potato product makes it easy to enjoy the comfort of hashbrowns beyond a strict schedule or a sighting of the Aldi Hash Brown Van serving “Al-Day Hash Browns.”