The breakfast wars have been intensifying for months as consumers make the meal a priority. According to Technomic, operators are staying ahead of the competition by enhancing ordering amenities, updating menus with bold flavor innovation, adding healthier options, and putting a big emphasis on convenience.

Despite the 24/7 news cycle around the coronavirus (COVID-19), consumers were not deterred from sampling an array of breakfast promotions offered by quick service restaurant (QSR) chains in the week ending March 8.

The NPD Group reports that there was a 4 percent increase in total U.S. restaurant customer transactions for the week compared to same period year ago. QSR chains, which represent the bulk of U.S. restaurant customer transactions, also grew transactions by 4 percent in the week ending March 8.

“In these uncertain times, we are monitoring trends to detect possible disruption in the market, but thus far, the QSR sector has been resilient,” says David Portalatin, NPD food industry advisor and author of Eating Patterns in America. “In good and bad times, consumers are always looking for convenience and value and they get that at QSR restaurants.”