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Breakfast is becoming the most important meal of the day for the fast food giants.
On Monday, Panera launched a revamped breakfast menu.
The fast-casual chain added three breakfast wraps on the menu: bacon, egg and gouda; chipotle chicken with egg, avocado and peppers; and the vegetarian Mediterranean with egg whites, tomatoes, spinach and feta cheese. Panera is also reorganizing its coffee platform by adding new offerings such as cold brewing and updating the chain's standard for brewing with new dark and pale roasting blends.
The channel hopes to capitalize on customers looking for both comfort and quality, said Dan Wegiel, Panera's Director of Growth and Strategy, Business Insider.
"There are a multitude of options in terms of convenience," Wegiel said. "But there is a compromise in terms of quality."
Panera is far from the only channel to double its breakfast in 2019.
Burger King is trying to seduce coffee lovers with its recently launched BK Café, including a coffee subscription service that allows customers to pay $ 5 for a month of coffee. Dunkin's uses to strengthen its credibility by rethinking its brand and adding more espresso-based drinks. And McDonald's is once again hoping to consolidate its position as a champion of fast food breakfast with its first new breakfast dishes for over a decade.
Read more: McDonald's is adding its first new dishes to the breakfast menu for over 15 years, as the battles for the fast-food breakfast are warming up
Why the breakfast battles are heating up
One of the main reasons that chains are obsessed with breakfast is that it is one of the few times of the day when sales continue to grow in the restaurant business. While there is concern that there are simply too many open restaurants in the United States for comparable store sales to continue to grow, it seems like the breakfast market is not too saturated yet.
"Breakfast is becoming more and more important in the day," Business Insider José Cil, CEO of Burger King's parent company, Restaurant Brands International, recently told Business Insider.
"This is one of the fastest growing parts of the day for the United States and Canada. (…) With Burger King, we already have a pretty good and important breakfast business, but we think there is a huge growth opportunity for years to come, "continued Cil. .
Read more: New CEO behind Burger King, Popeyes and Tim Hortons unveils plans for future chains
The breakfast is also attractive because of the unusual loyalty of the morning guests. While people may want to change their lunch or dinner routine, at breakfast, they tend to adopt habits and stick to them.
"It's by far the most usual part of the day – once you have a routine, it tends to want to stick to it," Wegiel said.
Channels take different approaches to conquer these valuable customers.
Digital control is crucial. Burger King recently launched a new app and Panera Test, an app from Panera, allows customers to pour their own cup of coffee and pay via a mobile application. New menu items are appearing at Panera, McDonald's and Dunkin's. And, while Panera is courting customers in search of quality, other channels are looking for buyers like McDonald's donuts at $ 1.29 and Burger King $ 5 coffee subscriptions – as the chains go up. are as cheap as a Starbucks cappuccino.
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