CHICAGO -- Major foodservice brands, from restaurants to retailers, have been looking for ways to capitalize on breakfast, introducing a slew of new breakfast items and retooled breakfast menus, all designed to get customers in the door in the morning.
But all this operator activity doesn't necessarily translate into restaurant traffic: most people still source breakfast from home, and only 20% of consumers said that they are eating breakfast away from home more often now than they were one year ago, Technomic Inc. found, according to its latest Breakfast Consumer Trend Report.
In order to grab more share of stomach with breakfast fare, it's vital for restaurant operators to continue exploring new growth avenues.
"Opportunities to promote breakfast can extend far beyond conventional morning hours," said Darren Tristano, executive vice president of Technomic. "Operators looking to promote this daypart can leverage consumer interest in all-day or late-night breakfast programs. There's also room to expand brunch options, and even get creative by applying traditional breakfast flavors to nonbreakfast foods."
Other findings:
- Limited-service breakfast customers place high importance on value menus, breakfast sandwiches and portability, while full-service customers are most interested in variety, all-day breakfast options and signature menu offerings.
- Coffee is key: 64% of consumers drink coffee at breakfast; 54% of these consumers prefer a restaurant that offers free coffee refills, and 30% agree that they are loyal to concepts that serve their preferred brand of java.
- Consumers link breakfast with health: 63% of consumers feel it is unhealthy to skip breakfast; open-ended data shows that many consumers want more healthful breakfast options.
Chicago-based Technomic provides clients with the facts, insights and consulting support on all aspects of the food industry.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.