NEW YORK -- Whether it's a breakfast pizza or fruit smoothie at a quick-service restaurant, or a bowl of made-to-order hot cereal at one of the many nouveau breakfast concept chains, the business of breakfast is booming, according to The Revolution in Dayparts: Breakfast in the Foodservice Market, a new report from Packaged Facts, which pegs the current market at $65 billion.
New York-based Packaged Facts estimates that growth in the breakfast portion of the foodservice market will continue to rise steadily, topping $83 billion in 2015. Success [image-nocss] in the gourmet coffee and tea bar channel, while eating into the market share of doughnut shops, has been instrumental in upscaling breakfast fare throughout foodservice channels, making breakfast a more appealing option, particularly for the 15% of Americans who don't eat breakfast at all.
No channel has benefited more from growth in the morning daypart than quick-service restaurants (QSRs), according to the report. McDonald's saw 4% growth in same-store sales in late 2005 after improvements to its breakfast menu and extension of store hours; Wendy's and Burger King are seeking similar gains with new breakfast menu items. In fact, 15% of all American consumers buy breakfast in QSRs, a proportion that has grown steadily since 2001.
Healthier breakfast fare is a trend that is really taking off as we're seeing more fruits, vegetables and whole grains appearing everywhere from convenience stores to upscale urban foodservice operators, said Don Montuori, the publisher of Packaged Facts. With the advent of concept chains such as First Watch and the Egg & I, we've arrived at a time when the palate of breakfast possibilities is growing at a quick pace, making breakfast an exceptional market opportunity.
The Revolution in Dayparts: Breakfast in the Foodservice Market examines the role of breakfast in commercial and non-commercial foodservice outlets, with a focus on trends driving sales as well as trends influencing the kinds of food offered.
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