By Darren Rovell,CNBC Sports Business Reporter NEW YORK ( CNBC) --The fight is on to make your breakfast. Why? Because it's the fastest growing segment of the quick service restaurant business. Market research firm NPD Group says that 80% of morning meals are purchased from fast food establishments and research shows that people care less about the price of their breakfast than any other meal because it's so much about convenience and speed. The way to a consumer's stomach might be through their coffee. Market research firm Technomic says that 33% of consumers who buy coffee are loyal to that brand or restaurant that sells it to them. That's up from 25% in 2009.
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