Fast-Food Breakfast Declines as Unemployment Rises

by Nicki Gostin, Posted Feb 22nd 2010 @ 3:30PM

Dr. Oz is always lecturing us not to eat fast food and Suze Orman is always nagging us to save more. Turns out the ghastly recession is forcing people to heed their sound advice.

Breakfast sales at fast-food chains have plummeted in the last couple of years due to the poor economy. Think about it. If you don't have a job there's really no reason to get up early and balance an Egg McMuffin while driving, and if you're worried about job security one way to save some extra cash is to have breakfast at home.

According to NPD Group, a consumer behavior research firm, in the years before the recession hit (a.k.a. the good ol' days), breakfast sales soared by 64 percent. Chains opened earlier and gave us even more breakfast options (No Sausage Burrito for me today! I'm going with the McSkillet Burrito with Sausage!) And the chains loved the explosive growth, too: Coffee and eggs are a lot cheaper than beef.

But since the economy tanked and unemployment crept up to double digits, breakfast sales slowed and even went down four percent.

Executives at Burger King announced that their breakfast sales have fallen and McDonald's also admitted that restaurants situated in high unemployment regions have experienced problems at breakfast time. The company has responded by offering a breakfast version of its dollar menu last month.

We're hoping the trend continues (not the terrible economy bit, the eating breakfast at home bit) and more people discover the delights of cracking an egg into a sizzling frying pan or inhale the aroma of freshly popped-up toast at home.

[via The Washington Post]

Filed Under: Business, Fast Food
Tags: burger king, fast food breakfast, fast food breakfast sales, featured, mcdonalds, unemployment rate

Chew on This

Royal Wedding Cake Details Revealed! - YumSugar

Make Your Own Pop Tarts - CHOW
Denny's Introduces a Maple Bacon Sundae - Eater
Whole Foods Opening Bars in Stores - USA Today
Rules Of Bar Etiquette -- For The Bartender - HuffPost Food

Reader comments (Page 1 of 1)

2-22-2010 @6:18PM Lorena said... I actually started making breakfast sandwiches to go for my younger sister (she's a nurse and starts her shift rather early) last month -- I just scramble and nuke an egg while the English muffin (or bagel or croissant) toasts, then add Japanese Kewpie mayo, a slice of honey-baked ham from the local deli and a slice of colby cheese before wrapping it in foil and tucking it in her work tote. It's way cheaper and tastier (and a little healthier) than whatever she'd get at the local fast food joint. Not to mention, it's super easy and quick!
Reply

Vote upVote downReport

2-24-2010 @9:13PM JoAnn said... What a good sister you are!

Vote upVote downReport

2-23-2010 @7:23AM Advanced Acai said... some people take fast food everyday..but I think somewhere fastfood harmful for health and somewhere beneficial for body energy..i take every light food......

http://www.articlesbase.com/health-articles/advanced-acai-review-does-advanced-acai-really-work-1778693.html
Reply

Vote upVote downReport

2-24-2010 @9:52PM jamie said... the idiots that write these articles only worry about the big 2. BK and mcdonalds may have slipped but taco places (ie, taco johns ) and subway are now offering breakfast along with others i'm sure. No mention of those places in any article i've read covering this topic. Did that have something to do with them slipping? what's the revenue with all places combined?
Reply

Vote upVote downReport

3-21-2010 @3:56AM xiaoqinlin said... our price:
CA POLO EDHARDY GUCCI T-SHIRT $15;
TRUE RELIGION EVISU G-STAR COOGI JEAN $36;
AIR MAX NIKE SHOX JORDAN JORDAN FUNSHION JORDAN RING SHOES $35;
http://e2to.com/articleshow.asp?articleid=40466
GUCCI COACH shoes DG shoes $33
coach chanel gucci LV handbags $32;
http://e2to.com/articleshow.asp?articleid=22981
edhardy New Era POLO cap $15;
coach okely prada nike DG Sunglass $16;

http://www.e2to.com
iohlkjh;lj;l
Reply