Ever heard your parents tell you that breakfast is the most important meal of the day? Well, the restaurant industry sure has, and they are vigorously nodding their heads.
That Sausage McMuffin you had this morning isn't just fuelling you throughout the day; apparently, breakfast meals are fueling the fast food industry as well.
Findings of market research company NDP Group show that breakfast accounts for nearly 60% of the restaurant industry's traffic growth in the last five years. According to Jack Russo of Edward Jones, the reason why breakfast is such as hit is that it is "a default area for growth." He furthered that, "Lunch is mature, so there's not much room there. And dinner is always a tough sell, because people usually want something better than fast food at that time." I have to say, these researchers really did their, well, research.
I must agree that they have a point. I may not be a morning person bu to me, breakfast food definitely makes my list of comfort food (It’s right up there together with chocolates as well as pizza and beer.) No wonder restaurants such as Denny's and IHOP succeed with their breakfast-dominated menus; the aroma of pancakes, sausages, or coffee can get us up and running no matter what time of day.
[via TIME]
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