Jargon watch: breakfastarians

Marketers have a unique knack of mangling the English language to put labels on market segments.
The festive pie obsession continues
Breakfastarian seems to be a self description rather than a market segment on this occasion. It’s people who like breakfast for dinner. Apparently, this is a segment of the population who appeals to McDonalds who is suffering from stagnating sales.

More information
McDonald’s Is Now the Top Choice for ‘Breakfastarians’ | TIME