Breakfast is becoming the most important meal of the day for fast-food giants like Panera and Burger King.
Why the breakfast battles are heating upOne of the biggest reasons that chains are obsessed with breakfast is that it is one of the few times of day when sales are still growing in the restaurant industry. Amid concerns that there are simply too many restaurants open in the US for same-store sales to continue to grow, it seems the breakfast market is not yet oversaturated.
"Breakfast is an increasingly growing day part in our business," José Cil, the CEO of Burger King parent company Restaurant Brands International, recently told Business Insider. "It's one of the fastest growing day parts for the US and Canada. ... With Burger King, we already have a pretty good, sizable breakfast business, but we think there's a massive opportunity for growth for years to come," Cil continued.The new CEO behind Burger King, Popeyes, and Tim Hortons reveals his plans for the future of the chains
Breakfast is additionally appealing because of morning customers' uncharacteristic loyalty. While people might want to change up their lunch or dinner routine, at breakfast, people tend to adopt patterns and stick with them. "It's by far the most habitual day part. ... Once you have someone in a routine, they tend to want to stick with it," Wegiel said.Digital ordering is crucial, with Burger King recently rolling out a new app and Panera testing"Panera Tap," which allows customers to pour their own cup of coffee and pay via mobile app. New menu items are cropping up at Panera, McDonald's, and Dunkin'.
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