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 - January 2013

“There exists great potential for restaurants to ramp up sales during the weekday morning daypart, by understanding consumer needs and adapting their offerings. This means everything from menuing a good selection of both food and drink items to increasing service speeds and efficiencies and creating healthful and portable meal options. Additionally, consumers must feel as though they are getting a good value, whether that means a lot of food for a lower price, smaller portions at lower prices, or higher-quality food with more gourmet flavors.”

– Bethany Wall, Foodservice Analyst

Some questions answered in this report include:

  • What can restaurants do to increase sales?
  • How can restaurants attract a weekday breakfast crowd?
  • How can consumers’ on-the-go behavior be accommodated?
  • How can restaurants address health needs for weekday breakfast?

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
          • Mintel Menu Insights
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: U.S. sales and fan chart forecast of the restaurant breakfast market, at current prices, 2007-17
                        • Market drivers
                          • Competitive context
                            • Menu analysis
                              • Figure 2: Top 10 breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
                              • Figure 3: Top 10 preparation methods for breakfast items at limited service restaurants, by incidence, Q3 2009-12
                            • Consumer data
                              • Figure 4: Usage deterrents for weekday restaurant breakfast, October 2012
                            • Consumer attitudes
                              • Figure 5: Consumer attitudes toward weekday breakfast, October 2012
                            • What we think
                            • Issues in the Market

                                • What can restaurants do to increase sales?
                                  • How can restaurants attract a weekday breakfast crowd?
                                    • How can consumers’ on-the-go behavior be accommodated?
                                      • How can restaurants address health needs for weekday breakfast?
                                      • Insights and Opportunities

                                        • Coffee programs
                                          • Price and promotions
                                            • Clean labeling
                                              • Better-for-you options
                                                • Better-for-you and better tasting items
                                                  • Nutritional claims
                                                  • Innovators and Innovations

                                                    • New menu items
                                                      • Portability and packaging
                                                        • Smoothie bowls
                                                          • New and atypical concepts adding breakfast
                                                            • Brunch and all-day breakfast
                                                              • The Hispanic consumer
                                                              • Trend Applications

                                                                  • Trend: Perfecting the Details
                                                                    • Trend: Creative Class
                                                                      • Trend: 2015 Access Anything Anywhere
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Market size insight
                                                                            • Sales and forecast of market
                                                                              • Figure 6: U.S. sales and forecast of the restaurant breakfast market, at current prices, 2007-17
                                                                              • Figure 7: U.S. sales and forecast of the restaurant breakfast market, at inflation-adjusted prices, 2007-17
                                                                            • Fan chart forecast
                                                                                • Figure 8: U.S. sales and fan chart forecast of the restaurant breakfast market, at current prices, 2007-17
                                                                            • Market Drivers

                                                                              • Key points
                                                                                • Disposable personal income declined but is stronger than 2011
                                                                                    • Figure 9: Real disposable personal income, January 2007-October 2012
                                                                                  • Unemployment and underemployment decline slightly
                                                                                    • Figure 10: Unemployment and underemployment rates, January 2007-November 2012
                                                                                  • Consumer sentiment has increased steadily since mid-summer
                                                                                    • Figure 11: Consumer sentiment, January 2007-November 2012
                                                                                  • Calorie disclosure legislation
                                                                                    • Health concerns continue
                                                                                      • Cost and inflation of food items
                                                                                        • Figure 12: Top 10 ingredients in breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
                                                                                        • Figure 13: Top 10 ingredients in breakfast menu items at limited service restaurants, by price, Q3 2009-12
                                                                                    • Competitive Context

                                                                                      • Eating at home
                                                                                        • Convenience stores
                                                                                          • Limited service restaurants
                                                                                          • Featured Companies

                                                                                              • Arby’s
                                                                                                • Bojangles’
                                                                                                  • Burger King
                                                                                                    • Chick-fil-A
                                                                                                      • Del Taco
                                                                                                        • Dunkin’ Donuts
                                                                                                          • Einstein Bagels
                                                                                                            • Honey Dew Donuts
                                                                                                              • Jack In The Box
                                                                                                                • Krystal
                                                                                                                  • McDonald’s
                                                                                                                    • Panera
                                                                                                                      • Quiznos
                                                                                                                        • Sonic Drive-In
                                                                                                                          • Subway
                                                                                                                            • Taco Bell
                                                                                                                              • White Castle
                                                                                                                              • Marketing Strategies

                                                                                                                                • Overview of the brand landscape
                                                                                                                                  • Television ads
                                                                                                                                    • Burger King
                                                                                                                                      • Figure 14: Burger King television ad, December 2011
                                                                                                                                    • Carl’s Jr.
                                                                                                                                      • Figure 15: Carl’s Jr. Commercial, October 2012
                                                                                                                                    • Dunkin’ Donuts
                                                                                                                                      • Figure 16: Dunkin’ Donuts television ad, December 2012
                                                                                                                                    • McDonald’s
                                                                                                                                      • Figure 17: McDonald’s television ad, September 2012
                                                                                                                                    • Subway
                                                                                                                                      • Figure 18: Subway television ad, January 2012
                                                                                                                                    • Wendy’s
                                                                                                                                      • Figure 19: Wendy’s television ad, January 2012
                                                                                                                                    • Social media
                                                                                                                                      • Taco Bell
                                                                                                                                        • Figure 20: FirstMeal Ads, August 2012
                                                                                                                                      • Sonic
                                                                                                                                        • Figure 21: Sonic YouTube video, August 2012
                                                                                                                                        • Figure 22: Sonic Twitter Feed, November 2012
                                                                                                                                        • Figure 23: Sonic Facebook Photo, November 2012
                                                                                                                                      • McDonald’s
                                                                                                                                        • Figure 24: McDonald’s Ad, May 2012
                                                                                                                                        • Figure 25: McDonald’s YouTube Video, November 2012
                                                                                                                                        • Figure 26: McDonald’s Facebook Post, July 2012
                                                                                                                                        • Figure 27: McDonald’s Twitter Feed, November 2012
                                                                                                                                        • Figure 28: McCafé Twitter Feed, December 2012
                                                                                                                                        • Figure 29: McCafé Twitter Feed, December 2012
                                                                                                                                    • Menu Analysis - Restaurant Breakfast Menus

                                                                                                                                      • Key points
                                                                                                                                        • Weekday restaurant breakfast segment overview
                                                                                                                                          • Figure 30: Breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
                                                                                                                                          • Figure 31: Breakfast menu items at limited service restaurants, by price, Q3 2009-12
                                                                                                                                        • Menu breakdown for limited service menus
                                                                                                                                            • Figure 32: Top 10 breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
                                                                                                                                            • Figure 33: Top 10 breakfast menu items at limited service restaurants, by price, Q3 2009-12
                                                                                                                                          • Preparation methods on limited service menus
                                                                                                                                              • Figure 34: Top 10 preparation methods for breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
                                                                                                                                            • Menu item claims on limited service menus
                                                                                                                                                • Figure 35: Top 10 ingredient marketing claims on breakfast menus at quick service restaurants, by incidence, Q3 2009-12
                                                                                                                                            • Menu Analysis - Quick Service Restaurants

                                                                                                                                              • Key points
                                                                                                                                                • Menu breakdown for quick service menus
                                                                                                                                                    • Figure 36: Top 10 breakfast menu items at quick service restaurants, by incidence, Q3 2009-12
                                                                                                                                                    • Figure 37: Top 10 breakfast menu items at quick service restaurants, by price, Q3 2009-12
                                                                                                                                                  • Preparation claims on quick service menus
                                                                                                                                                    • Figure 38: Top 10 preparation methods for breakfast menu items at quick service restaurants, by incidence, Q3 2009-12
                                                                                                                                                  • Marketing claims on quick service menus
                                                                                                                                                    • Figure 39: Top 10 ingredient marketing claims on breakfast menus at quick service restaurants, by incidence, Q3 2009-12
                                                                                                                                                • Menu Analysis - Fast Casual Restaurants

                                                                                                                                                  • Key points
                                                                                                                                                    • Menu breakdown for fast casual menus
                                                                                                                                                      • Figure 40: Top 10 breakfast menu items at fast casual restaurants, by incidence, Q3 2009-12
                                                                                                                                                      • Figure 41: Top 10 breakfast menu items at fast casual restaurants, by price, Q3 2009-12
                                                                                                                                                    • Preparation claims on fast casual menus
                                                                                                                                                      • Figure 42: Top 10 preparation methods for breakfast menu items at fast casual restaurants, by incidence, Q3 2009-12
                                                                                                                                                    • Marketing claims on fast casual restaurants
                                                                                                                                                      • Figure 43: Top 10 ingredient marketing claims on breakfast menus at fast casual restaurants, by incidence, Q3 2009-12
                                                                                                                                                  • Restaurant Usage for Weekday Breakfast

                                                                                                                                                      • Overview of weekday restaurant breakfast
                                                                                                                                                        • Figure 44: Restaurant usage for weekday breakfast, October 2012
                                                                                                                                                      • Gender differences for weekday breakfast usage
                                                                                                                                                        • Figure 45: Restaurant usage for weekday breakfast (food and/or drink purchases), by gender, October 2012
                                                                                                                                                        • Figure 46: Restaurant usage for weekday breakfast (food and drink purchases), by gender, October 2012
                                                                                                                                                      • Age differences for weekday breakfast usage
                                                                                                                                                        • Figure 47: Restaurant usage for weekday breakfast (food and/or drink purchases), by age, October 2012
                                                                                                                                                        • Figure 48: Restaurant usage for weekday breakfast (food and drink purchases), by age, October 2012
                                                                                                                                                      • Income differences for weekday breakfast usage
                                                                                                                                                        • Figure 49: Restaurant usage for weekday breakfast (food and/or drink purchases), by household income, October 2012
                                                                                                                                                        • Figure 50: Restaurant usage for weekday breakfast (drink purchases), by household income, October 2012
                                                                                                                                                        • Figure 51: Restaurant usage for weekday breakfast (food and drink purchases), by household income, October 2012
                                                                                                                                                      • Children influence weekday breakfast usage patterns
                                                                                                                                                        • Figure 52: Restaurant usage for weekday breakfast (food and/or drink purchases), by presence of children in household, October 2012
                                                                                                                                                        • Figure 53: Restaurant usage for weekday breakfast (drink purchases), by presence of children in household, October 2012
                                                                                                                                                        • Figure 54: Restaurant usage for weekday breakfast (food and drink purchases), by presence of children in household, October 2012
                                                                                                                                                      • Regional differences for weekday breakfast usage
                                                                                                                                                        • Figure 55: Restaurant usage for weekday breakfast (food and/or drink purchases), by region, October 2012
                                                                                                                                                        • Figure 56: Restaurant usage for weekday breakfast (drink purchases), by region, October 2012
                                                                                                                                                        • Figure 57: Restaurant usage for weekday breakfast (food and drink purchases), by region, October 2012
                                                                                                                                                    • Usage Deterrents for Weekday Restaurant Breakfast

                                                                                                                                                      • Key points
                                                                                                                                                        • Women find portions too big and service slow; men want more value
                                                                                                                                                          • Figure 58: Usage deterrents for weekday restaurant breakfast, by gender, October 2012
                                                                                                                                                        • Older consumers stay at home; younger consumers don’t have time
                                                                                                                                                          • Figure 59: Usage deterrents for weekday restaurant breakfast, by age, October 2012
                                                                                                                                                        • Lower-income groups are price sensitive; affluent are deterred by health
                                                                                                                                                          • Figure 60: Usage deterrents for weekday restaurant breakfast, by household income, October 2012
                                                                                                                                                        • Time constraints deter families, while other consumers don’t leave home
                                                                                                                                                          • Figure 61: Usage deterrents for weekday restaurant breakfast, by presence of children in household, October 2012
                                                                                                                                                        • Price, health, and skipping breakfast are deterrents for different regions
                                                                                                                                                          • Figure 62: Usage deterrents for weekday restaurant breakfast, by region, October 2012
                                                                                                                                                      • Ordering Methods for Weekday Restaurant Breakfast

                                                                                                                                                        • Key points
                                                                                                                                                          • Women prefer using drive-thru; men prefer to-go option
                                                                                                                                                            • Figure 63: Ordering method for weekday restaurant breakfast, by gender, October 2012
                                                                                                                                                          • As consumers age, preferences for dining in increase
                                                                                                                                                            • Figure 64: Ordering method for weekday restaurant breakfast, by age, October 2012
                                                                                                                                                          • Affluent consumers more likely to use to-go option rather than drive-thru
                                                                                                                                                            • Figure 65: Ordering method for weekday restaurant breakfast, by household income, October 2012
                                                                                                                                                          • Consumers with children tend to use drive-thru and to-go options most
                                                                                                                                                            • Figure 66: Ordering method for weekday restaurant breakfast, by presence of children in household, October 2012
                                                                                                                                                          • Northeast consumers tend to order to go
                                                                                                                                                            • Figure 67: Ordering method for weekday restaurant breakfast, by region, October 2012
                                                                                                                                                          • Food items are ordered to go more than food and drink combinations
                                                                                                                                                            • Figure 68: Ordering method for weekday restaurant breakfast, by purchase type, October 2012
                                                                                                                                                        • Changes in Behavior for Weekday Restaurant Breakfast

                                                                                                                                                          • Key points
                                                                                                                                                            • Overview of behavior changes
                                                                                                                                                              • Figure 69: Changes in behavior, October 2012
                                                                                                                                                            • Women are more health-minded and eat at home; men skip meals but spend more
                                                                                                                                                              • Figure 70: Changes in behavior, by gender, October 2012
                                                                                                                                                            • Each age group has different needs and exhibits unique behaviors
                                                                                                                                                              • Figure 71: Changes in behavior, by age, October 2012
                                                                                                                                                            • Middle-income consumers cook at home; the affluent visit restaurants more
                                                                                                                                                              • Figure 72: Changes in behavior, by household income, October 2012
                                                                                                                                                            • Family households increased their coupon and value menu usage
                                                                                                                                                              • Figure 73: Changes in behavior, by presence of children in household, October 2012
                                                                                                                                                            • Western consumers are eating weekday breakfast at home more
                                                                                                                                                              • Figure 74: Changes in behavior, by region, October 2012
                                                                                                                                                            • Food-only consumers are most likely to order off the value menu
                                                                                                                                                              • Figure 75: Changes in behavior, by restaurant usage for weekday breakfast, October 2012
                                                                                                                                                          • Consumer Behavior for Weekday Restaurant Breakfast

                                                                                                                                                            • Key points
                                                                                                                                                              • Women place greater importance than men on healthfulness and cost
                                                                                                                                                                  • Figure 76: Consumer behavior, by gender, October 2012
                                                                                                                                                                • Young consumers are more open to mobile ordering and portable snacks
                                                                                                                                                                    • Figure 77: Consumer behavior, by age, October 2012
                                                                                                                                                                  • Middle-income consumers rely on healthful menu items; affluent consumers break for breakfast after they get to work
                                                                                                                                                                      • Figure 78: Consumer behavior, by household income, October 2012
                                                                                                                                                                    • Family households are more likely to have kids with them during morning restaurant visits
                                                                                                                                                                      • Figure 79: Consumer behavior, by presence of children in household, October 2012
                                                                                                                                                                    • Midwesterners snack more, while Westerners look for healthful claims
                                                                                                                                                                        • Figure 80: Consumer behavior, by region, October 2012
                                                                                                                                                                      • Drink-only consumers view breakfast as a midmorning snack
                                                                                                                                                                          • Figure 81: Consumer behavior, by restaurant usage for weekday breakfast, October 2012
                                                                                                                                                                      • Consumer Attitudes Toward Weekday Breakfast

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Women want greater control and options, men want larger portions
                                                                                                                                                                              • Figure 82: Consumer attitudes, by gender, October 2012
                                                                                                                                                                            • Young consumers are interested in functional foods that also meet unique dietary restrictions
                                                                                                                                                                                • Figure 83: Consumer attitudes, by age, October 2012
                                                                                                                                                                              • Affluent consumers like ordering healthy items and off the a la carte menu
                                                                                                                                                                                • Figure 84: Consumer attitudes, by household income, October 2012
                                                                                                                                                                              • Family households are interested in functional items and are concerned about items meeting dietary and allergen needs
                                                                                                                                                                                • Figure 85: Consumer attitudes, by presence of children in household, October 2012
                                                                                                                                                                              • Regional attitudes affect consumption for weekday breakfast
                                                                                                                                                                                  • Figure 86: Consumer attitudes, by region, October 2012
                                                                                                                                                                              • Appendix: Additional Tables

                                                                                                                                                                                  • Figure 87: Restaurant usage for weekday breakfast (food purchases), by gender, October 2012
                                                                                                                                                                                  • Figure 88: Restaurant usage for weekday breakfast (drink purchases), by gender, October 2012
                                                                                                                                                                                  • Figure 89: Restaurant usage for weekday breakfast (food purchases), by age, October 2012
                                                                                                                                                                                  • Figure 90: Restaurant usage for weekday breakfast (drink purchases), by age, October 2012
                                                                                                                                                                                  • Figure 91: Restaurant usage for weekday breakfast (food purchases), by household income, October 2012
                                                                                                                                                                                  • Figure 92: Restaurant usage for weekday breakfast (food purchases), by presence of children in household, October 2012
                                                                                                                                                                                  • Figure 93: Restaurant usage for weekday breakfast (food purchases), by region, October 2012
                                                                                                                                                                                  • Figure 94: Consumer attitudes, by restaurant usage for weekday breakfast, October 2012
                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Quaker
                                                                                                                                                                                • Taco Bell Corp.
                                                                                                                                                                                • Tropicana Products Inc.

                                                                                                                                                                                Breakfast Restaurant Trends - US - January 2013

                                                                                                                                                                                £2,684.63 (Excl.Tax)