In a year when headlines featured a major ice cream brand recall, an expanding western U.S. drought impacting crops, and efforts to phase out artificial flavors and ingredients, Americans felt the top food news story of the year was the expansion of fast food breakfast menu items to more times of day along with breakfast menu innovation.

The NPD study, which is based on its receipt harvesting service, Checkout TrackingSM, also found that there was a sizeable lift in breakfast food orders throughout the day.