date:Jul 26, 2013
le in 2013 breakfast comps have essentially been flat and transactions have been down to the low single digits. We think this can be directly tied to the fact that we shifted advertising to lunch and evening products and our internal focus gravitated to afternoon and late day.
We believe this occurred at the expense of the a.m. business, all while several competitors focused their advertising dollars intensely on the a.m. business. In addition, competitors have stepped up their game at breakfas