For fast food giants, breakfast really is the most important meal of the day

As fast-food foot traffic cools, Wendy’s and the other Big Burger businesses are fighting over supremacy in the breakfast business.


February 6, 2020

A few months ago, Wendy’s announced plans to fire up its breakfast menu with $20m in investment and 20k new employees.

But in the past few months, McDonald’s, Dunkin, and Taco Bell have all doubled down on the breakfast games in response — and now it’s a full-blown bacon, egg, and cheese battle royale. 

So, why did big brands wake up hungry all of a sudden?

Well, foot traffic in chain restaurants is cooling off thanks to the rise of food delivery apps, so fast-food giants are looking for ways to cook up some more business. 

Research shows that morning is the only time slot when foot traffic at restaurants is growing, which means that fried eggs have quickly become the final frontier for fast-food franchises.

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