Florida-based fast casual Salsa Fiesta has added brunch to its made-to-order Mexican menu. And consumer demand for breakfast and brunch is a key driver for First Watch, a multi-state chain of 103 restaurants. But many restaurants are having trouble wrapping themselves around the idea. “I think brunch becomes a difficult occasion for [quick-service] operators to effectively address because this is typically a sit-down event for consumers,” says Maeve Webster, director of food industry market research firm Datassential. “It’s almost exclusively a weekend event, which wouldn’t be very effective for a [quick serve] to offer."