Abstract
While eating out for lunch, dinner or late-night snacking can be seen to have almost limitless potential (given a suitable rise in consumer affluence), the breakfast market is likely to remain restricted by personal preferences early in the morning. The message that breakfast should not be skipped on health grounds could be the most important market initiative.
Despite the market limitations, competition is hotting up because caterers in various sectors are looking for new markets outside the competitive take-away, grazing and casual dinner segments.
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