A breakfastarian's wish is to enjoy the first meal of the day any time of the day. Several American fast food chains are gladly feeding this habit because it brings in the profit. Photo: Getty Images/AFP
Call it the rise of the "Breakfastarians", the dining tribe that craves breakfast food morning, noon and night.
Sales of morning standards such as coffee, pancakes and doughnuts are feeding US restaurant traffic growth, outpacing lunch and dinner items. The trend is driven by an improving US job market, with more Americans on the go in the morning and willing to spend on meals outside the home.
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