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.
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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.