Word: breakfasts
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McDonald's has also staked out the newest fast-food battleground: breakfast. Since introducing its Egg McMuffin (a muffin sandwich containing eggs, Canadian bacon and cheese) in 1976, the chain has seen its breakfast business grow to 19.5% of total sales. Last March Burger King introduced a competitor, the Croissan'wich, and promoted it with a saturation TV ad campaign. Most other chains have now added at least some breakfast items, from French-toast sticks at Arby's to an all-you-can-eat breakfast buffet at some generous Roy Rogers outlets...
Fast-food executives see breakfast as a lucrative area for expansion. Mornings are a time when Americans are usually in a rush. "I hate cooking in the morning," says John McKinley, a San Francisco security guard who eats breakfast at a nearby Jack-in-the-Box. "This place is right on my way to work." The half-hour saved, he says, "is well spent sleeping...
...that society is helpless to do anything for Gilbert, for Emily or for itself. All we can do is recognize a real tragedy when we see one, and wonder, perhaps, if one bright morning 1934 Gilbert read of a mercy killing in the papers, leaned earnestly across the breakfast table and told his new bride: "I couldn't do that. I could never do that." --By Roger Rosenblatt
...Salund elementary school in McLeod (pop. 50), N. Dak., Teacher Janice Herbranson, 51, has served breakfast to her three pupils. After morning lessons, she will cook lunch. At day's end, if the parents are away, she may take one of her charges home with her to spend the night. At the Lennep school near Montana's Crazy Mountains, Second-Grader Lee Cavender, 7, barges in to say that his sisters, twins who constitute the entire seventh grade, will be absent today. They turned 13 over the weekend, old enough for deer-hunting licenses, and, of course, their father...
...beef up for his role as Superman, but a new movie role he wanted to play required a leaner line. Last June, Isaacson trekked to Williamstown, Mass., where Reeve was playing in summer stock, to set up a rigorous six-day-a-week trimming program. It began before breakfast with ten to 15 miles of bicycling, went on to lunchtime weight-lifting, some racquetball, running or tennis and finally, a half-mile swim before most of the evening performances. Reports the proud teacher: "He's lost weight, he's certainly got well diversified and he's become an incredible...