The slogan ‘Breakfast of Champions’ can lead to several meanings. It had been initially taken from the advertising mantra for the Wheaties brand of cereal that was noted for featuring leading athletes on its packaging and boasting that they had the product in the morning, implying that it really helped them become winners. It soon became a somewhat ironic phrase or lingo for any food or drink that would be generally regarded as unhealthy. This is especially the case if one consumes it for breakfast or in the morning regularly. For example a lot of people joke about a early morning ritual as the Breakfast of Champions is a thing the daily morning practice of needing a few cigarettes and a couple cups of coffee to obtain the fix of nicotine and caffeine in order to face the day. For others it may mean the regular eating of the same breakfast every day, like bacon and eggs. Some say that they need their Breakfast of Champions to effectively awaken in the morning and to get their bowels moving prior to facing the day ahead.
In contrast to this, the Breakfast of Champions is also a 1973 novel also called Goodbye Blue Monday the American writer Kurt Vonnegut. The story is set in the imaginary town of Midland City and it tells the tale of two lonesome, thin, fairly old white males on a world that was dying. One of those men, Dwayne Hoover, is a Pontiac dealer owns a Burger Chef franchise who becomes obsessed with the imaginary writings of Kilgore Trout, taking what his science fiction writings for a literal reality. As the story starts, Trout goes to Midland City for a conference appearance where he meets Dwayne Hoover and Dwayne is inspired to run amok from there. It really is not that apparent in the story what the title of the book has to do with the popular use of the term, breakfast of champions.