The New Breakfast

As Cereal Slips, a New Battle Over Breakfast Dollars - Kellogg Gets Squeezed by McDonald's, Taco Bell as Tastes Shift to High-Protein Foods


... as consumers back away from cereal to experiment with more protein-rich foods, their habits remain otherwise entrenched: most Americans still eat breakfast at home and follow morning routines more rigid than during the rest of the day. "People are time-pressed in the morning and know exactly where they're going, and that doesn't vary much," said Alex Macedo, Burger King's North American president, in a recent interview. That chain claims 2.8% of the $47 billion spent each year on fast-food breakfasts in the U.S., according to brokerage firm Sanford C. Bernstein & Co. This year it started offering its value-menu items at breakfast and added burgers to the morning menu in an effort to boost sales. Many fast food and fast casual restaurant chains smell opportunity around breakfast. Of consumers who eat out at least twice a week, 30% say they do so for breakfast, compared with 40% for lunch and 50% for dinner, according to Bernstein.
Comment: See "How We Eat Breakfast - By the Numbers". Our daily breakfast M-F is Cherrios for Kathee and Grape Nuts for me. Saturday is pancakes. Sunday is single fried egg with English muffin.

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