U.S. fast-food chains adding new breakfast items in bid to lure early-morning customers

LOS ANGELES , January 23, 2012 () – As more consumers are heading back to work, fast-food chains are adding new breakfast items in a bid to lure early-morning customers, Dow Jones Newswires reported Jan. 20.

According to global management consulting firm Bain & Co., 60% of traffic growth across all types of restaurants over the last five years has come from breakfast.

Breakfast sales account for approximately US$37 billion out of the restaurant industry’s total annual sales of $400 billion.

Both Yum Brands Inc.'s Taco Bell and Wendy's Co. are expanding pilot breakfast menus in a bid to lure customers. Last December, Yum reported that the new Taco Bell breakfast menu would be available in 800 restaurants located in the Western region by early 2012.

As of the week of Jan. 23, a spokesperson for Taco Bell reported that the breakfast menu would be introduced in 10 Western states.

In 2011, Wendy’s reported that its new breakfast menu had generated additional sales worth $150,000 in each store, and that it would introduce the new breakfast items to approximately 1,000 stores by year's end.

The primary source of this article is Dow Jones Newswires, New York, New York, on Jan. 20, 2012.

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