Restaurants Courting Growing Breakfast Crowd

Breakfast has long been touted as "the most important meal of the day," but it's also becoming a more lucrative meal for restaurants. Panera is refreshing its breakfast menu with new wraps and an "elevated" coffee selection that includes cold brews. As Alicia Kelso, Forbes contributor, writes breakfast has captured a larger share of traffic in the past few years, which means more Americans are depending on restaurants for their morning pick-me-up.

Breakfast business accounted for 21 percent of all traffic in 2018, up from 19 percent in 2013, according to NPD/Crest data. In fact, breakfast is the only meal of the day that’s grown for the U.S. restaurant industry as of late. Read the story at Forbes.com.