PORT WASHINGTON, New York -- As Americans move further away from the traditional nine-to-five workday, they are reaching for breakfast beyond the traditional hours for the morning meal, according to research from The NPD Group, Part Washington, N.Y.
Some full-service restaurant chains have been offering breakfast foods throughout the day for years, and now some quick-service restaurant (QSR) chains are considering following suit.
NPD research indicates that servings of breakfast foods are up by 64% over the past [image-nocss] five years. And 44% of breakfast food servings at major family-style chains were eaten beyond traditional morning meal times; however, only 7% of breakfast food servings at QSRs were served beyond traditional morning meal times.
While consumers looking for a breakfast fix at [QSRs] after the morning mealtime have limited options, the NPD data reveal that, when breakfast items are available, consumers often order them, particularly during lunch, says Bonnie Riggs, restaurant analyst for The NPD Group. There has been much talk about several major [QSR] chains extending breakfast. The biggest question remains whether it's operationally feasible. It is still in an exploration phase as operators try to determine if it is feasible from an operational standpoint and if the consumer demand is great enough. Offering breakfast foods throughout the day could help increase visits from existing customers; it could also attract new customers.
In order to capitalize on the trend, QSRs are considering making traditional breakfast items available throughout the day as well as introducing new menu items that address the trend. Consumers might see such familiar fare as pancakes, bacon, and eggsas well as new twists on those old standbys.
One item that would almost certainly make the menu beyond breakfast time is the breakfast sandwich. According to NPD data, nearly half of all orders (46%) of breakfast foods during non-morning meals include a breakfast sandwich. The appeal is mostly due to its convenience.
It's all about grab-n-go, Riggs said.
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