OAKBROOK TERRACE, Ill. -- McDonald’s introduced the Egg McMuffin 44 years ago. Today, handheld sandwiches join doughnuts, bagels and muffins as the most popular breakfast items among U.S. consumers, leaving convenience stores in a prime position to pump up morning foodservice and retail sales. Retailers are heeding consumers’ calls for both healthier alternatives and spicier, bolder flavors.
According to Anne Mills, manager, consumer insights for Chicago-based research firm Technomic, multichannel breakfast trends involve striking a balance between healthy and indulgent options. “Restaurant operators are offering both highly indulgent breakfast food, as well as lighter fare that still holds appeal. In convenience retail, this means healthier breakfast sandwiches that feature egg whites or turkey sausage, for example.”
While classic choices, such as the sausage, egg and cheese sandwich, remain best-sellers, many retailers are livening up traditional breakfast offerings with fresher options, bold flavors and healthy alternatives.
Bob Goodwin, director of fresh foods for Boston-based Tedeschi Food Shops, says consumers want new flavors, and they enjoy the homemade or made-to-order approach.
“The fresh-cracked eggs, egg whites, turkey sausage and natural cured-apple-cider bacon options have resonated with our customers, especially the millennials,” he says. “People are sick of pre-formed eggs; even McDonald’s is moving away from the perfectly shaped dairy product.”
Retailer QuickChek Corp. uses similar methods to stay on trend. “Our Protein Power Breakfast offsets our fat- and calorie-laden Cinnabreakfast Supreme,” says Jennifer Vespole, director of foodservice for the Whitehouse Station, N.J.-based chain. “It features egg whites, fresh spinach, avocado, Vermont cheddar and cilantro pesto on a multigrain flatbread.”
The chain also offers egg-white patties along with pork sausage, chorizo, turkey sausage, pork roll, bacon, steak, ham and chicken.
Zestier Tastes
Southwest flair is infiltrating convenience foodservice operations simply because consumers are asking for it. In fact, 43% of consumers said they would like to see more handheld food items such as tacos, burritos and flatbread sandwiches in c-stores, according to Technomic.
While QuickChek stores offer the traditional options, such as made-to-order English muffin sandwiches—a top-performing grab-and-go item offered at two for $3 every day—croissants, an assortment of rolls and scrambled eggs, tortillas, onion pockets and flatbreads are now on the menu, as well.
“We frequently run limited-time offers to create excitement in the category,” Vespole says. “We’ve launched Mexican Skillet Breakfast Burritos, Cinnabreakfast Supreme (large cinnamon bun with maple pepper bacon, egg patty and Vermont cheddar cheese), and waffle breakfast sandwiches with a unique chicken and waffle recipe.”
Goodwin says Tedeschi’s foodservice sales have seen double-digit growth in the past year since revamping its menu and adding a breakfast burrito.
“The burrito pairs creativity with health,” he says. “Our omelets were in wraps anyway, so we changed the name to breakfast burrito and added beans and other ingredients as options. … The idea of a fresh-wrapped egg sparked considerable interest in the deli-bakery area.”
Portability Reigns
Handheld sandwiches and other items remain popular breakfast options due to convenience and portability. Almost 40% of consumers surveyed by Technomic indicated they would buy a made-to-order breakfast sandwich or wrap from a convenience store if offered.
Stores without an established foodservice operation can still capitalize on the trend with refrigerated and frozen retail products. Nestlé Professional Hot Pockets Panadas, for example, come in seven flavors including three breakfast blends—spinach, cheese and egg white; bacon, egg and cheese; and chorizo and egg. They can be served individually or bundled with a beverage program to provide a premium, portable snacking option.
Goodwin says Tedeschi is considering adding made-to-order panadas to the foodservice menu for more portable, flavorful breakfast and snack options.
“Thirty-seven percent of consumers skip breakfast, which is supposed to be the most important meal of the day,” says Goodwin. “If we can convince people to start their day with us, what a great opportunity it presents for the convenience industry to own the category.”
This post is sponsored by Nestlé Professional