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Illustration: Aïda Amer/Axios

America's most popular chains are spending millions and hiring thousands in the battle for the growing breakfast market.

The big picture: Restaurants are betting that expanding into the morning meal could turn into a windfall. Americans ate 102 billion breakfasts last year, per the research firm NPD Group — and breakfast is the only time of day that restaurant foot traffic in the U.S. is growing.

What's happening: In his company's most recent earnings call, McDonald's CEO Chris Kempczinski cited breakfast as his key focus for growth, saying, "We have to win at breakfast." Breakfast is already 40% of the fast-food behemoth's profits, Barclays’ analyst Jeffrey Bernstein told CNBC.

  • Wendy's recently announced a major push into breakfast, which includes a $20 million investment and 20,000 new workers. The chain will unveil its menu in March and "anticipates its breakfast menu will ultimately account for 10% of total daily sales," the newsletter Morning Brew reports.
  • Burger King and Taco Bell have also bolstered their morning offerings in the past few years.
  • And even the chains that already own breakfast are trying new tricks. Dunkin' Donuts is teaming up with Beyond Meat (and Snoop Dogg) to roll out a plant-based breakfast sandwich. IHOP is debuting a fast-casual restaurant concept called Flip'd that serves up pancakes to people on the go.

Between the lines: Restaurants are honing in on breakfast in response to the rise of delivery in the food service industry, says Matt Godinsky, a research associate at Euromonitor International who's focused on food trends.

  • Food delivery apps are cannibalizing foot traffic for lunch and dinner: Delivery sales are projected to rise to $76 billion by 2022, according to a projection by the research firm Cowen and Co., cited by Bloomberg. But "breakfast is the one meal that has been relatively untouched by the rise of delivery," Godinsky says.
  • To that end, breakfast remains a final frontier for chains that want to build relationships with their diners by actually getting them to come into the store. "Restaurant brands are trying to seize this opportunity and get ahead of the competition by expanding their offerings for a mealtime that has more room for growth."

The bottom line: Fast-food chains' forays into breakfast also plays into the growing "breakfast-for-dinner" trend. People are open to eating traditional breakfast foods all day, so expanding the morning menu could translate to sales in the afternoon and evening, too.

Go deeper... Kitchen matches: Plant-based meats fire up fast-food traffic and sales

Go deeper

Updated 2 hours ago - Energy & Environment

Thousands without power as "hazardous" winter storm lashes East Coast

Satellite imagery of the Northeastern U.S. taken by NOAA on Jan. 17. Photo: NOAA

A major winter storm lashed much of the East Coast Sunday and Monday, causing widespread power outages and disrupting travel over the holiday weekend.

The latest: Authorities in North Carolina confirmed that two people died in a car crash and that they responded 600 vehicle accidents during the storm on Sunday, per the Washington Post.

2 hours ago - Health

CDC director says COVID-19 messaging should have been clearer

Rochelle Walensky. Photo: Stefani Reynolds-Pool/Getty Images

Rochelle Walensky, director of the Centers for Disease Control and Prevention, said in an interview with the Wall Street Journal that the messaging around the COVID-19 pandemic and changing guidance should have been clearer.

State of play: Walensky is being coached by media experts and is planning to have more press briefings by herself in order to ensure that CDC is seen as an independent, scientific entity, rather than as a political one, the Journal reports.

3 hours ago - World

UAE asks U.S. to reinstate Houthi terrorist designation after attack

Secretary of State Tony Blinken (left) listens to United Arab Emirates Foreign Minister Sheikh Abdullah bin Zayed al-Nahyan during a joint news conference at the State Department iin October. Photo: Andrew Harnik/Pool/AFP via Getty Images

Emirati Foreign Minister Abdullah Bin Zayed asked Secretary of State Tony Blinken in a phone call Monday to re-designate the Houthi rebels in Yemen as a terrorist organization, a senior Emirati official told Axios.

Why it matters: Less than a month after he assumed office, President Biden rolled back the Trump administration’s decision to make the designation. He said it hampered humanitarian assistance to the Yemeni people. Since then, the Houthis have escalated their attacks against Saudi Arabia and other countries in the region — including an attack Monday in Abu Dhabi.

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