When it comes to breakfasting at quick-serve restaurants, even marketers who’ve tackled this segment in the past may not fully understand all the emotional, as well as more basic, factors that play into consumer behavior.

Beyond “surface” needs, such as quality, price and location, QSR breakfast consumers express needs that include empowerment, engagement, and desires for a frictionless experience and getting “the best deal” (value for their money, regardless of the price point), according to a new report based on consumer behavior analysis, from mobile platform supplier Aki Technologies.

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