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Restaurants Agree That There's Nothing Like A Good Breakfast

Morning meal traffic was up about 2% per year at restaurants during the past five years, according to NPD Group, accounting for nearly 60% of the industry's traffic growth.

"Breakfast has been and is projected to continue to be a bright spot for the restaurant industry," says Bonnie Riggs, NPD's restaurant industry analyst. Benefits include convenience and price compared to other restaurant meals, she says.

In recent months, several fast-food chains -- Subway, Wendy's and Burger King are notable -- have either added breakfast service or expanded their options, Lisa Jennings reports. One reason for this, NPD says, is that consumers who visit a chain for more than one daypart tend to be more loyal, more likely to recommend the chain to others, visit more frequently and contribute more volume.

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