"Typically, if you're unemployed, you're not getting up at six and not going through the drive-thru," said Jeffrey Bernstein, an analyst at Barclays Capital. "There is a direct correlation between unemployment and breakfast sales." (From QSR Web.)
Hate to say this, but marketing doesn't overcome this type of trend. You can't modify this behavior.
If your breakfast sales have been hurt, find something that is working and make it better.
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