August 10/Boston/Business Wire -- Oatmeal at McDonald's. Eggs at Quiznos. Breakfast sausage at Taco Bell. Why are quick service restaurants (QSRs) clamoring to create breakfast menus or enhancing their existing breakfast selections?
A new study by Intellaprice sheds light on the recent popularity of the breakfast daypart among QSRs. "A lot of brands are adding breakfast menus, and price is one key reason. It's the most affordable meal to eat away from home, so this attracts consumers who are nervous about high-priced restaurant meals. Operators who want a piece of the action expand their offerings, knowing it's an opportunity to increase profit, especially with the right product mix," according to Leslie Kerr, president and founder of the restaurant pricing advisory firm.