Breakfast is the most important meal of the day and apparently the fast food industry has noticed. Breakfast accounts for an estimated uS$40 billian in annual sales in the U.S. according to Technomic, a market research firm in Chicago, and "60 per cent of the business has been cornered by fast-food companies", says president Ron Paul. He predicts up to eight per cent annual growth, which amounts to a whopping $3 billion a year in new business as more players realize the value of adding breakfast options to the menu. (This information comes from an article that was in Macleans Magazine- not sure why there aren't any Canadian figures. Is our market so small that it is not worth studying?)
Until recently, most fast-food chains were focused on lunch and dinner, and coffee shops were stuck on serving donuts and muffins. McDonald's has dominated the morning market for 3 decades. Starbucks is introducing upscale breakfast sandwiches. Taco Bell has the breakfast burrito. Each chain is adding something.
Apparently more people are grabbing their breakfast after they leave home. How do they do it? I must eat my breakfast; it is my most important meal of the day and I want it as soon as I get up and get down stairs. The idea of driving somewhere and grabbing a mcmuffin which does not fill me up is not appealing. I need at least two mcmuffins to feel that I had breakfast. How hard is it to make breakfast? Some cereal, fruit, toast, yogurt? Wonder if the economic crisis will change people's eating habits?
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