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Jargon watch: breakfastarians

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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