Morning News
The breakfast segment has been one of the bright spots in this dim economy. While lunch and dinner traffic has fallen off, more diners are going out for breakfast—or taking it to go. For one thing, Americans still want to eat in restaurants and breakfast hits the wallet with the softest blow. For another, breakfast is a meal that can effortlessly fit into both rushed weekdays and more relaxed weekends.
Technomic’s 2007 Breakfast Consumer Trend Report identified the breakfast category as an area of potential growth. The industry took notice and the company’s 2009 report offers an update on activity in the breakfast daypart.
- 46 percent of consumers now say they would like breakfast to be served all day at full-service restaurants, while 32 percent would like that option at limited service concepts. The majority of those consumers are women.
- Breakfast-menu development at leading fast-casual chains is worth watching; these concepts were more likely to add new entrées, signature breakfast sandwiches and side items in 2009.
In the full-service arena, value is more likely to be linked to hearty portion sizes via combo plates, while handheld items and breakfast sandwiches at limited-service chains convey value through convenience.
- When it comes to flavor, mainstream FSRs are going the bold route with peppery Southwestern entrées, while emerging and independent menus are adding sweeter, fruity accents.
- Underscoring a premium characteristic for proteins—with apple- or cherrywood-smoked, honey and hickory menu descriptions for bacon, ham and sausage, for example—increases the quality and value perception.
- Emerging/independent concepts consider healthy breakfast items to be those that focus on whole grains, nuts, yogurt and fresh fruit. Regional and local ingredients may also have a health halo.
Excerpted from Restaurant Business, January 2010
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