Call it the rise of the “Breakfastarians” – the dining tribe that craves breakfast food morning, noon and night.
Sales of morning standards such as coffee, pancakes and doughnuts are feeding U.S. restaurant traffic growth, outpacing lunch and dinner items. The trend is driven by an improving U.S. job market, with more Americans on the go in the morning and willing to spend on meals outside the home.
It has prompted companies from fast-food leader McDonald’s to North Carolina-based buffet chain Golden Corral to experiment with all-day breakfast. They are joining chains like Denny’s, IHOP, Jack in the Box and Sonic, which for years have offered breakfast anytime.
Taco Bell took the morning plunge about a year ago and breakfast now accounts for 7% of sales. Dunkin’ Donuts sells breakfast sandwiches all day and says they are a growth driver.