Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Breakfast Restaurant Trends - US - February 2010

This report explores breakfast foodservice trends—identifying key developments that are changing consumer habits and usage with consideration of the current economic climate and competitive threats.

The report considers a range of topics, including:

  • The size of the market and expectations for future growth
  • Opportunities for foodservice players to target kids as important breakfast consumers; explore ethnic breakfast menu items; embrace health through fresh; real ingredients to drive quality and value perceptions
  • The competitive threat of at-home breakfast as well as the competitive pressures imposed by the rising number of foodservice players entering the morning daypart
  • The recession’s impact on restaurants, especially for the breakfast daypart
  • How the morning time crunch influences breakfast
  • How key brands are endeavoring to differentiate themselves, and the demographic group(s) they attract
  • Advertising and promotional strategies being employed to attract consumers
  • The restaurant type that is the most aggressive in expanding breakfast menu items and the operators fueling this growth
  • Breakfast innovation trends, with a focus on breakfast sandwiches, bowls and healthy options

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Mintel Menu Insights
              • Consumer survey data
                • Advertising creative
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                        • The challenge of a recession
                          • Limited-service breakfast successfully navigating troubled waters
                            • Competition increases for the day’s most important meal
                              • Restaurant breakfast analysis
                                • Dunkin’ Donuts—a top coffeehouse/donut restaurant brand
                                  • Jack in the Box—a maverick among QSRs
                                    • Panera—a fast casual purveyor that’s converging foodservice concepts
                                      • Brand qualities: Breaking free from the mold
                                        • Menu focus: IHOP
                                          • Restaurant breakfast innovators
                                            • Breakfast menu innovation
                                              • Advertising and promotion activity
                                                • Breakfast usage and attitudes towards restaurant segments
                                                  • Restaurant selection factors and spending habits
                                                    • What people order and what they wish to see more of
                                                      • Race/Hispanic origin and age
                                                      • Insights and Opportunities

                                                        • Insight into breakfast restaurant trends
                                                          • Figure 1: Trended data for attitudes towards breakfast, adults and teens, 2003-09
                                                          • Figure 2: Trended data for restaurant usage for breakfast, 2003-09
                                                        • Let’s explore the opportunities to make it better
                                                          • Hey QSRs, you’re forgetting about the little breakfast customers!
                                                              • Figure 3: Trended data for kids’ usage of restaurants for breakfast, 2003-09
                                                            • Taking a cue from family restaurants
                                                              • More ethnic breakfast options, por favor
                                                                • Enter Chipotle
                                                                  • Fresh and real food equals quality—underscored with value
                                                                      • Figure 4: Healthy items consumers would like to see more of on breakfast menus, November 2009
                                                                    • Eliminate the veto factor
                                                                      • Good news—there’s money in health
                                                                      • Inspire Insights

                                                                          • Inspire trend: Are Eggs the New Bacon?
                                                                            • Get an egg up on the competition
                                                                              • Supporting evidence
                                                                                • Figure 5: IHOP menu ordering behavior on last visit, by gender, May 2009
                                                                              • Implications
                                                                                • Inspire trend: Make My Cereal for Me
                                                                                  • Offer customized granola
                                                                                    • Supporting evidence
                                                                                      • Implications
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Breakfast daypart is not recession-proof
                                                                                            • The positive…
                                                                                              • … the negative
                                                                                                • Future trends in breakfast foodservice
                                                                                                    • Figure 6: Expenditures for breakfast and brunch purchased at restaurants and carry-out venues, 2004-14
                                                                                                    • Figure 7: Expenditures for breakfast and brunch purchased at restaurants and carry-out venues, limited-service and full-service, 2004-09
                                                                                                • Competitive Context

                                                                                                  • Key points
                                                                                                    • Packaged food makes for convenient and economical at-home breakfast
                                                                                                      • Foodservice price wars tilt value/quality proposition
                                                                                                        • Figure 8: Prices for foodservice breakfast sandwiches versus CPG breakfast sandwiches
                                                                                                      • Restaurant goers trading down and out
                                                                                                        • Figure 9: Ways consumers have cut down on restaurant spending, November 2008 vs. October 2009
                                                                                                        • Figure 10: Restaurant breakfast spending habits on weekdays and weekends, November 2009
                                                                                                      • Restaurant operators see breakfast as an opportunity—creating more competition
                                                                                                        • Competitive pressures cause players to respond
                                                                                                          • The breakfast value menu
                                                                                                            • All-day breakfast
                                                                                                            • Market Drivers

                                                                                                              • Consumers still watchful of spending out at restaurants
                                                                                                                  • Figure 11: Restaurant Performance Index, current situation, and expectations, January 2009-December 2009
                                                                                                                • Shattered consumer confidence reins in spending in 2008 and 2009
                                                                                                                    • Figure 12: Consumer Sentiment Index, by quarter, 2001-09
                                                                                                                  • Recession favors convenience-minded segment as driver of sales growth
                                                                                                                    • The most important meal of the day
                                                                                                                      • Time factors impact morning breakfast plans
                                                                                                                        • Long commute times and traffic delays
                                                                                                                          • Figure 13: Average commuting times in select major U.S. cities, October 2006
                                                                                                                        • The answer: making the commute earlier—industry players respond
                                                                                                                        • Restaurant Analysis: Dunkin’ Donuts

                                                                                                                          • Overview
                                                                                                                            • Growth via retail expansion
                                                                                                                              • Value promotions and innovation leads to increased loyalty
                                                                                                                                • Healthy breakfast menu choices arrive
                                                                                                                                  • Social media attracts younger consumers
                                                                                                                                      • Figure 14: Dunkin’ Donuts usage, by selected demographics, April 2008-June 2009
                                                                                                                                  • Restaurant Analysis: Jack in the Box

                                                                                                                                    • Overview
                                                                                                                                      • Positive growth comes to a halt
                                                                                                                                          • Figure 15: Jack in the Box company-owned same-store sales, percentage increase, 2005-09
                                                                                                                                        • Growth trajectory: positive long term supported by brand expansion
                                                                                                                                          • Brand reinvention
                                                                                                                                            • Reimaging its stores for modern appeal
                                                                                                                                              • New logo goes casual
                                                                                                                                                • Marketing mania: capitalizing on Jack
                                                                                                                                                  • QSR menu maverick: all-day breakfast
                                                                                                                                                    • Jack in the Box attracts Hispanics and young adults
                                                                                                                                                        • Figure 16: Jack in the Box usage, by selected demographics, April 2008-June 2009
                                                                                                                                                    • Restaurant Analysis: Panera Bread

                                                                                                                                                      • Overview
                                                                                                                                                        • Growth trends remain strong
                                                                                                                                                          • Figure 17: Panera Bread system-wide same-store sales, percentage increase, 2005-08
                                                                                                                                                        • Performance in 2009 has remained positive
                                                                                                                                                          • Figure 18: Panera Bread system-wide same-store sales growth trends, 2009
                                                                                                                                                        • Reasonable prices over cheap eats
                                                                                                                                                          • Growth trajectory: positive
                                                                                                                                                            • Ingredients matter
                                                                                                                                                              • Creating interest through breakfast innovation
                                                                                                                                                                • Come gather and linger
                                                                                                                                                                    • Figure 19: Restaurant selection criteria, the experience, November 2009
                                                                                                                                                                  • The Panera customer skews to affluent, educated, and female
                                                                                                                                                                    • Opportunity: target Asians and Hispanics
                                                                                                                                                                      • Figure 20: Panera usage, by selected demographics, April 2008-June 2009
                                                                                                                                                                  • Brand Qualities

                                                                                                                                                                    • Overview
                                                                                                                                                                      • McDonald’s: balancing value with premium
                                                                                                                                                                        • Starbucks: affordable quality
                                                                                                                                                                          • Subway: parlaying its healthful reputation to the morning daypart
                                                                                                                                                                            • Bojangles’: premium fast food, all day
                                                                                                                                                                              • Del Taco: ethnic breakfast
                                                                                                                                                                              • Menu Analysis: IHOP

                                                                                                                                                                                • Overview
                                                                                                                                                                                  • Menu favorites: pancakes are the clear winner
                                                                                                                                                                                    • Men look for heartier fare
                                                                                                                                                                                      • Figure 21: IHOP menu ordering behavior on last visit, by gender, May 2009
                                                                                                                                                                                    • Young diners are attracted to the most indulgent breakfasts
                                                                                                                                                                                        • Figure 22: IHOP menu ordering behavior on last visit, by age, May 2009
                                                                                                                                                                                    • Innovation and Innovators

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Fast casual ramps up number of breakfast menu items
                                                                                                                                                                                            • Figure 23: Top restaurant breakfast menu items, by restaurant segment, Q4 2005-Q4 2009
                                                                                                                                                                                          • Au Bon Pain and Cosi lead fast casual breakfast menu innovation
                                                                                                                                                                                              • Figure 24: Top fast casual restaurant breakfast menu innovators, Q4 2005-Q4 2009
                                                                                                                                                                                            • What’s new on the menu
                                                                                                                                                                                              • Breakfast sandwich innovation continues
                                                                                                                                                                                                • Breakfast scrambles/bowls are on the rise
                                                                                                                                                                                                    • Figure 25: Top restaurant breakfast menu items, by menu item dish, Q4 2005-Q4 2009
                                                                                                                                                                                                  • Traditional menu items on the rise to meet demand for comfort food
                                                                                                                                                                                                      • Figure 26: Top restaurant breakfast menu items, by marketing claim, Q4 2005-Q4 2009
                                                                                                                                                                                                    • The healthy breakfast
                                                                                                                                                                                                        • Figure 27: Top restaurant breakfast menu items, by nutritional claim, Q4 2005-Q4 2009
                                                                                                                                                                                                      • Navigating the future of menu transparency
                                                                                                                                                                                                      • Advertising and Promotion

                                                                                                                                                                                                        • Overview
                                                                                                                                                                                                            • Figure 28: Top breakfast restaurant advertisers*, 2007 and 2008
                                                                                                                                                                                                          • Promoting quality
                                                                                                                                                                                                            • Figure 29: Wendy’s television ad, Bacon comparison, January 2010
                                                                                                                                                                                                            • Figure 30: Hardee’s television ad, Biscuit making process, August 2009
                                                                                                                                                                                                          • Spinning value
                                                                                                                                                                                                            • Breakfast for a buck
                                                                                                                                                                                                              • Figure 31: McDonald’s television ad, When you miss breakfast, breakfast misses you, September 2009
                                                                                                                                                                                                              • Figure 32: Burger King’s television ad, The King steals McDonald’s recipe, December 2009
                                                                                                                                                                                                            • Promotional deals
                                                                                                                                                                                                              • The five dollar family price point
                                                                                                                                                                                                                • Figure 33: IHOP’s television ad, Reappearing pancakes, January 2010
                                                                                                                                                                                                              • Utilizing social media
                                                                                                                                                                                                                • Dunkin’ Donuts and Starbucks early adopters of social networking
                                                                                                                                                                                                                • Breakfast Usage

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Usage overview
                                                                                                                                                                                                                      • Figure 34: Types of restaurants used for breakfast on weekdays or weekends, November 2009
                                                                                                                                                                                                                    • Frequency of weekday breakfast usage
                                                                                                                                                                                                                      • Figure 35: Weekday breakfast usage, usage frequency, by location, November 2009
                                                                                                                                                                                                                    • Frequency of weekend breakfast usage
                                                                                                                                                                                                                      • Figure 36: Weekend breakfast usage, usage frequency, by location, November 2009
                                                                                                                                                                                                                  • Attitudes Towards Restaurant Segments

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Fast food/coffeehouses win on price; Fast casual/full-service provide health
                                                                                                                                                                                                                        • Figure 37: Attitudes towards restaurant segments, November 2009
                                                                                                                                                                                                                    • Restaurant Breakfast Spending Trends

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Attitudes towards restaurant breakfast spending
                                                                                                                                                                                                                          • Weekday breakfast spending
                                                                                                                                                                                                                            • Figure 38: Restaurant breakfast spending habits on weekdays, by gender, November 2009
                                                                                                                                                                                                                          • Highest income earners spending the same as last year on weekday breakfast
                                                                                                                                                                                                                            • Figure 39: Restaurant breakfast weekday spending habits, by household income, November 2009
                                                                                                                                                                                                                          • Weekend breakfast spending
                                                                                                                                                                                                                            • Figure 40: Restaurant breakfast weekend spending habits, by age, November 2009
                                                                                                                                                                                                                          • Highest income groups still spend money on weekend breakfast
                                                                                                                                                                                                                            • Figure 41: Restaurant breakfast weekend spending habits, by household income, November 2009
                                                                                                                                                                                                                          • Actual spending
                                                                                                                                                                                                                            • Actual breakfast spending: overview
                                                                                                                                                                                                                              • Figure 42: Breakfast spending at restaurants, weekday versus weekend, November 2009
                                                                                                                                                                                                                            • Actual weekday breakfast spending
                                                                                                                                                                                                                              • Figure 43: Breakfast weekday spending at restaurants by gender, November 2009
                                                                                                                                                                                                                            • Baby Boomers most thrifty in their weekday breakfast spending
                                                                                                                                                                                                                              • Figure 44: Breakfast weekday spending at restaurants, by age, November 2009
                                                                                                                                                                                                                            • Propensity to visit coffeehouses drives spending during weekday breakfast for higher incomes
                                                                                                                                                                                                                              • Figure 45: Breakfast weekday spending at restaurants, by household income, November 2009
                                                                                                                                                                                                                            • Actual weekend breakfast spending
                                                                                                                                                                                                                              • Figure 46: Breakfast weekend spending at restaurants by household income, November 2009
                                                                                                                                                                                                                          • Restaurant Selection Factors for Breakfast

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Most important restaurant breakfast selection factors: an overview
                                                                                                                                                                                                                                • Figure 47: Restaurant selection criteria, November 2009
                                                                                                                                                                                                                              • Most important restaurant breakfast selection factors: Weekdays
                                                                                                                                                                                                                                  • Figure 48: Weekday restaurant selection criteria by category, by gender, November 2009
                                                                                                                                                                                                                                • Convenience is of utmost importance to highest income households
                                                                                                                                                                                                                                  • Figure 49: Weekday restaurant selection criteria by category, by household income, November 2009
                                                                                                                                                                                                                                • Most important restaurant breakfast selection factors: Weekends
                                                                                                                                                                                                                                  • Figure 50: Weekend restaurant selection criteria by category, by gender, November 2009
                                                                                                                                                                                                                                • For the lowest income group, price and quality rank most important
                                                                                                                                                                                                                                  • Figure 51: Weekend restaurant selection criteria by category, by household income, November 2009
                                                                                                                                                                                                                              • Menu Items Ordered For Breakfast

                                                                                                                                                                                                                                • Key point
                                                                                                                                                                                                                                  • Portable items during the week; Traditional, indulgent items on weekends
                                                                                                                                                                                                                                    • Figure 52: Breakfast menu selections, November 2009
                                                                                                                                                                                                                                • Breakfast Menu Items Consumers Want To See More Of

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Breakfast menu items desired
                                                                                                                                                                                                                                        • Figure 53: Items consumers would like to see more of on breakfast menus, November 2009
                                                                                                                                                                                                                                      • Healthy menu items desired by weekday breakfast eaters
                                                                                                                                                                                                                                          • Figure 54: Healthful items desired on breakfast menus, by weekday usage and gender, November 2009
                                                                                                                                                                                                                                        • Young 18-24 age group far more interested in healthful breakfast items
                                                                                                                                                                                                                                            • Figure 55: Healthful items desired on breakfast menus, by weekday usage and age, November 2009
                                                                                                                                                                                                                                          • Healthy menu items desired by weekend breakfast eaters
                                                                                                                                                                                                                                              • Figure 56: Healthful items desired on breakfast menus, by weekend usage and gender, November 2009
                                                                                                                                                                                                                                            • On the weekends, 18-24 year-olds less interested in items marketed as healthy
                                                                                                                                                                                                                                                • Figure 57: Healthful items desired on breakfast menus, by weekend usage and age, November 2009
                                                                                                                                                                                                                                            • Custom Groups: Race/Hispanic Origin and Age

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Frequency of eating breakfast out by restaurant segment
                                                                                                                                                                                                                                                  • Asians under age 35 show high frequency for eating weekday breakfast out
                                                                                                                                                                                                                                                    • Figure 58: Weekday mean use of breakfast restaurant channels, by age and race/Hispanic origin, November 2009
                                                                                                                                                                                                                                                  • Asians report higher frequency at fast casual; younger Hispanics choose fast food
                                                                                                                                                                                                                                                    • Figure 59: Weekend mean use of breakfast restaurant channels, by age and race/Hispanic origin, November 2009
                                                                                                                                                                                                                                                  • Restaurant breakfast spending habits
                                                                                                                                                                                                                                                    • Older blacks spend less on weekday breakfast; younger Hispanics spend more
                                                                                                                                                                                                                                                      • Figure 60: Restaurant breakfast weekday spending habits, by race/Hispanic origin and age, November 2009
                                                                                                                                                                                                                                                    • Hispanics under age 35 significantly over-index for increased spending on the weekends
                                                                                                                                                                                                                                                      • Figure 61: Restaurant breakfast weekend spending habits, by race/Hispanic origin and age, November 2009
                                                                                                                                                                                                                                                    • Restaurant selection criteria
                                                                                                                                                                                                                                                      • Blacks under age 35 seeking the weekday trifecta food quality/variety, low cost, relaxing experience
                                                                                                                                                                                                                                                        • Figure 62: Weekday restaurant selection criteria by category, by race/Hispanic origin and age, November 2009
                                                                                                                                                                                                                                                      • Older Asians looking for quality indulgence on the weekends
                                                                                                                                                                                                                                                        • Figure 63: Weekend restaurant selection criteria by category, by race/Hispanic origin and age, November 2009
                                                                                                                                                                                                                                                      • Items consumers would like to see more of on the breakfast menu
                                                                                                                                                                                                                                                        • Asians over age 35 wish for healthier items for weekday breakfasts
                                                                                                                                                                                                                                                          • Figure 64: Healthful items desired on weekday breakfast menus, by race/Hispanic origin and age, November 2009
                                                                                                                                                                                                                                                        • Younger Asians desire traditional eggs and bacon type meals on the weekend
                                                                                                                                                                                                                                                          • Figure 65: Indulgent items desired on weekend breakfast menus, by race/Hispanic origin and age, November 2009
                                                                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                                                                          • Slighters
                                                                                                                                                                                                                                                            • Porters
                                                                                                                                                                                                                                                              • Opters
                                                                                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                                                                                  • Figure 66: Breakfast restaurant clusters, November 2009
                                                                                                                                                                                                                                                                  • Figure 67: Breakfast restaurant types, by breakfast restaurant clusters, November 2009
                                                                                                                                                                                                                                                                  • Figure 68: Breakfast restaurant qualities, by breakfast restaurant clusters, November 2009
                                                                                                                                                                                                                                                                  • Figure 69: Breakfast spending habits, by breakfast restaurant clusters, November 2009
                                                                                                                                                                                                                                                                  • Figure 70: breakfast order prices, by breakfast restaurant clusters, November 2009
                                                                                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                                                                                  • Figure 71: Breakfast restaurant clusters, by gender, November 2009
                                                                                                                                                                                                                                                                  • Figure 72: Breakfast restaurant clusters, by age group, November 2009
                                                                                                                                                                                                                                                                  • Figure 73: Breakfast restaurant clusters, by household income group, November 2009
                                                                                                                                                                                                                                                                  • Figure 74: Breakfast restaurant clusters, by race, November 2009
                                                                                                                                                                                                                                                                  • Figure 75: Breakfast restaurant clusters, by Hispanic origin, November 2009
                                                                                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                                                                                • Appendix: Additional Consumer Tables

                                                                                                                                                                                                                                                                  • Spending habits and attitudes
                                                                                                                                                                                                                                                                    • Figure 76: Restaurant breakfast spending habits on weekdays, by age, November 2009
                                                                                                                                                                                                                                                                    • Figure 77: Breakfast weekend spending at restaurants, by age, November 2009
                                                                                                                                                                                                                                                                    • Figure 78: Breakfast weekend spending at restaurants, by gender, November 2009
                                                                                                                                                                                                                                                                  • Healthy items desired on breakfast menus
                                                                                                                                                                                                                                                                    • Figure 79: Healthful items desired on breakfast menus, by weekday usage and household income, November 2009
                                                                                                                                                                                                                                                                    • Figure 80: Healthful items desired on breakfast menus, by weekend usage and household income, November 2009
                                                                                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                                  • American Dietetic Association (ADA)
                                                                                                                                                                                                                                                                  • Atlanta Bread Company International, Inc.
                                                                                                                                                                                                                                                                  • Burger King Corporation
                                                                                                                                                                                                                                                                  • Del Taco, Inc.
                                                                                                                                                                                                                                                                  • Dunkin' Brands
                                                                                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                                                                                  • Food Distributors International
                                                                                                                                                                                                                                                                  • Google, Inc.
                                                                                                                                                                                                                                                                  • Greenfield Online
                                                                                                                                                                                                                                                                  • International Food Service Executives Association (IFSEA)
                                                                                                                                                                                                                                                                  • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                                                                                                  • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                                                                                                  • International Franchise Association (IFA)
                                                                                                                                                                                                                                                                  • International Hotel and Restaurants Association (IH&RA)
                                                                                                                                                                                                                                                                  • McDonald's Corporation
                                                                                                                                                                                                                                                                  • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                                                                                                                  • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                                  • National Retail Federation (NRF)
                                                                                                                                                                                                                                                                  • Panera Bread Company
                                                                                                                                                                                                                                                                  • Pizza Hut Inc
                                                                                                                                                                                                                                                                  • Starbucks Corporation
                                                                                                                                                                                                                                                                  • Stonyfield Farm
                                                                                                                                                                                                                                                                  • The Cheesecake Factory Incorporated
                                                                                                                                                                                                                                                                  • The Wendy's Company
                                                                                                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                  • Weight Watchers International Inc.
                                                                                                                                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                                                                                                                                  Breakfast Restaurant Trends - US - February 2010

                                                                                                                                                                                                                                                                  £3,199.84 (Excl.Tax)