The Business of Breakfast

May 30, 2017

Eggs, bacon, and French toast have never been better — or more profitable

By the 1920s, Edward Bernays and Dr. John Kellogg had sold the world on a now-iconic credence: breakfast is the most important meal of the day — at least when it comes to your health. In the following decades, American families wolfed down their take on the “balanced meal,” but those bowls of cereal and plates of bacon, eggs, and toast were consumed mostly at home. It would be decades before breakfast became as popular on restaurant menus as lunch or dinner in the full-service dining sector.