Hardee's joins breakfast war

Add another one to the list of growing fast food chains vying for your breakfast dollars.

Hardee's announced it's loading up one of its signature item with extras to get your feet through its doors. Called Loaded Biscuit 'N' Gravy, the dish comes with a buttermilk biscuit split with a folded egg and a sausage patty topping on each half, covered with a sausage gravy. All that for $2.99. For an additional $1.70, you can also indulge in an order of Hash Rounds and a beverage of your choice.

"...our Biscuit 'N' Gravy has been one of our best-selling breakfast items for such a long time that we wanted to see if we could give people even more of a good thing by loading it up with eggs and sausage to make it more of a full breakfast," said Brad Haley, executive vice president of marketing for Hardee's Food Systems, Inc. "Breakfast lovers looking to fill up on flavor won't be disappointed."

With the latest deal, Hardee's joins a growing number of chains to add fuel to the breakfast market in the last year. Last month, Burger King, announced a $1 breakfast sandwich challenging arch rival McDonald's who's been reigning the breakfast market.

Mintel, a leading market intelligence firm, reported that restaurants added more than 460 new breakfast items to their menus in 2009. This, despite half the consumers surveyed by the company last November saying that they are spending less on restaurant breakfasts compared to 2008.

Breakfast and brunch sales fell 3.4% from 2007 to 2009 at restaurants, according to Mintel. The category is expected to grow only modestly through 2011.
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