As restaurants see a decline in evening diners, breakfast out is consistently growing. Traditionalists still prefer it as a morning meal, but surveys show that Millenials and Gen-Xers see it as a meal that should be available anytime – whether at a dine-in facility or a drive-thru.

Breakfast anytime:

• Overall, 44% of consumers want breakfast served all day. (Source: 2007 Technomic)

Quick and fast:

• 40% of those eating breakfast on the go do so at McDonald's (Source: Meatingplace, Nov. 2007; Prepared Foods, Aug. 2007)

Popularity:

• 73% order a breakfast sandwich during the week. (Source: 2007 Technomic)

Cash cow for restaurants

• Breakfast in restaurants accounts for about $65 billion in sales and is expected to grow to $83 billion by 2015. (Source: Meatingplace/Prepared Foods)

Fuel for the day

• 92% said breakfast is somewhat/extremely important to eat. (Source: 2008 IFIC n=1,000)

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