Edit

Chains up their breakfast game as cereal slips

Breakfast has become the final frontier in the struggle over health, convenience and profit in the U.S. diet.

Starved for growth at other mealtimes, companies like Yum Brands Inc., YUM +0.39% Burger King Worldwide Inc. BKW -0.62%  and Kellogg Co. K -1.27%  are battling to change how Americans start their day. But even 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.

Read the Full Article

Trending

More from our partners