Of the 37% of U.S. adults who report having eaten breakfast at a fast-food chain in the past month, nearly half (46%) report having patronized McDonald's for that meal, compared to 19% for Dunkin' Donuts, 19% for Starbucks and 12% for Burger King, according to a new Scarborough Research analysis of the QSR breakfast market
The study also sheds light on the frequency of fast-food breakfasting in key U.S. markets — and North Carolina appears to be the biggest hot spot. Markets in which the largest percentages of adults reported eating breakfast in QSRs in the past month include Greensboro, N.C. (56%), Boston (55%), Raleigh, N.C. (51%), Charlotte, N.C. (49%), Greenville, S.C. (49%) and Providence, R.I. (49%).
According to Scarborough, Greensboro, Raleigh, Charlotte and Greenville have higher-than-average quick-service restaurant usage overall, while Boston and Providence have certain demographic attributes that mirror those of the fast-food restaurant diner, such as a higher-than-average representation of single adults.
The major QSR chains "have always understood the importance of localism and continue to adapt their marketing, menu options and promotional efforts to suit the distinctions of the locals," noted Alisa Joseph, VP advertiser marketing services for Scarborough.
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