McDonald's No. 1 choice for 'Breakfastarians' -poll

By Lisa Baertlein
Aug 17 (Reuters) - McDonald's Corp (NYSE:MCD) MCD.N , which is
expected to offer all-day breakfasts starting this fall to turn
around slumping U.S. sales, is the top choice for
"Breakfastarians," who crave breakfast food at any hour,
according to a new survey obtained by Reuters on Monday.
Forty-one percent of consumers who eat breakfast twice a day
consider McDonald's for their next meal, according to the survey
from YouGov BrandIndex, a brand perception research service.
Sandwich chain Subway was diners' second choice for anytime
breakfast with 34 percent, followed by DineEquity Inc's IHOP
DIN.N at 32 percent, Burger King QSR.TO with 27 percent and
Starbucks Corp SBUX.O at 26 percent.
Denny's Corp DENN.O and Dunkin' Donuts DNKN.O were tied
with 25 percent each and Wendy's Co WEN.O got 23 percent,
while KFC YUM.N and Chick-fil-A rounded out the top 10 with 22
percent apiece.
McDonald's long has dominated the breakfast category, which
already accounts for roughly 25 percent of McDonald's sales and
about 40 percent of profit in the United States.
Breakfast is the only U.S. restaurant meal time seeing an
uptick in customer visits. Breakfast traffic was up 4 percent
for the year ended May 2015, largely because of gains at
fast-food chains, while lunch and dinner visits were flat,
according to research firm NPD Group.
The category is increasingly competitive as growth-hungry
chains dive in or double down with new breakfast menu items.
McDonald's added espresso drinks to its morning lineup of
McMuffins and inexpensive drip coffee. Starbucks and Dunkin'
Donuts struck back with new and upgraded breakfast sandwiches
and pastries. And, Taco Bell last year jumped in with waffle
tacos and other twists on the morning meal.
While McDonald's holds the lead in the survey, its results
suggest that the industry's breakfast brawls are far from over.
Chick-fil-A, IHOP and Taco Bell made the greatest purchase
consideration gains in the last six months.
Breakfastarians "appear willing to consider a broad range of
options," YouGov BrandIndex Chief Executive Ted Marzilli.
The online survey, which took place over a 12-month period,
included 1,000 adults over the age of 18 who eat breakfast twice
per day.