The breakfast of champions might be fast food now.
Two national chains have announced new offerings for breakfast, making the first meal of the day where they can grab spending by commuters and those rushing off to school.
Chick-fil-A unveiled the Hash Brown Scramble -- hash browns, scrambled eggs, a Monterey Jack and cheddar cheese blend, a choice of sliced nuggets or sausage and jalapeno salsa -- which comes as a breakfast bowl or a burrito. The dish joins the chain's Egg White Grill and replaces the chain's current Breakfast Burrito. Prices begin at $3.49.
“At Chick-fil-A, we understand the importance of breakfast and want to provide a wide range of options to our guests who are looking for a fast and delicious breakfast,” said Amanda Norris, senior director of menu development. “We’ve definitely seen an increase in popularity for breakfast bowls
In addition, Taco Bell is expanding its popular Naked food line to the morning meal with the Naked Egg Taco -- potatoes, bacon or sausage and cheese into a fried egg "shell." It will cost for $1.99, when it launches nationwide on Aug. 31. The new offering also comes “dressed” in a Gordita Flatbread.
Breakfast continues to be a growth opportunity for restaurants, according to the NPD Group, which found morning visits to fast-food eateries increased 5% in 2016 and 3% in 2015.
McDonald's all-day breakfast, unveiled in 2015, was a hit for the then-lackluster chain. Burger King, Wendy's and KFC offer breakfast sandwiches, as do Starbucks and Dunkin' Donuts, which are known for nabbing the caffeine-seekers. Dunkin Donuts even is thinking about jettisoning its non-breakfast sandwiches, because consumers are ordering the ones marketed for the a.m. all day.
Atlanta-based privately-held Chick-fil-A has 2,100 restaurants across the United States.
Taco Bell, a subsidiary of Yum! Brands. has more than 7,000 U.S. restaurants and another 250 around the world.
Yum! Brands stock was $76.11, down 17 cents or 0.23%, in early morning trading.
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