A little bit of both.
. . . IF your check-in early, you get our ADR time and pricing
. . . IF you check-in late, you get the lunch price.
. . . The line might be long, so it is the time you check-in, NOT the time you get in line. *
. . . Be there 15-20 minutes early to make sure.
* Frequently at this time, they are running 15-20 mintes behind, so you REALLY need to check-in 15-20 minutes early.