"Operators looking to expand breakfast [image-nocss] into other dayparts should be mindful of their customer base and develop new offerings accordingly," said Darren Tristano, executive vice president at Technomic, Chicago. "Understanding the general flavor, ingredient and preparation preferences held by female consumers can help operators and suppliers introduce the most appealing breakfast options beyond morning hours for these guests."
The findings are part of Technomic's new Breakfast Consumer Trend Report, designed to help restaurant operators and suppliers understand consumer attitudes, preferences and dining behavior associated with breakfast.
Other interesting findings include:
One out of four consumers (25%) often treat themselves to a large, traditional breakfast on the weekend. Four in 10 (43%) say they visit their preferred restaurant for weekend breakfasts because the food tastes really good, while weekday breakfast visits are driven by inexpensive offerings (45%) and convenience of location (38%). More than three in five consumers (63%) say they expect their breakfast purchases at restaurants and convenience stores to remain about the same in the coming year. Consumer interest in breakfast sandwiches has grown since 2007. More than three-quarters of today's consumers (77%) purchase breakfast sandwiches sometimes or often during weekdays, compared to 73% in 2007. Breakfast sandwiches fared even better on weekends, increasing from 61% two years ago to 70% today. Consumers report an increased interest in premium coffee. Roughly a third of today's consumers (34%) prefer premium coffee as compared to 29% of consumers surveyed in 2007. Fast-food restaurants have improved in consumers' perception of healthy food offerings. Only a third of consumers (35%) say they would like fast-food establishments to offer more healthy options, down from 43% in 2007. Leading fast-casual restaurant chains are adding new entrees and side items to their breakfast menus faster than any other restaurant subsegment. Consumer analysis found in the report is based on recent online surveys with 1,500 U.S. consumers about their consumption behavior, attitudes and preferences for breakfast. The Menu Insights section, derived from Technomic's proprietary MenuMonitor database and primary and secondary industry data, provides an in-depth look at how leading, emerging and independent restaurant chain operators are menuing breakfast.
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