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Breakfast Restaurant Trends - US - January 2014

“There exists great potential for limited service restaurants to ramp up breakfast sales by understanding consumer needs and adapting their offerings. Operators can expand their breakfast hours as well as retool menu items to include BFY, portable, and innovative offerings. Additionally, operators must work to provide consumers with non-menu benefits that fit their lifestyles, such as mobile ordering, value options, loyalty programs, and comfortable seating.” – Bethany Wall, Foodservice Analyst

This report looks at the following areas:

  • Operational: Beyond menu offerings, how can operators attract patrons?
  • Innovation: How can operators stay ahead of the curve for breakfast?
  • Expansion: How has breakfast shifted in terms of daypart and offerings?
  • Health: Can operators meet the varying nutritional demands of consumers?
Limited service restaurants are increasing their breakfast offerings in order to drive sales. The past couple of years were focused more on weekday sales to capture consumers on their way to work since family midscale concepts typically dominate weekend sales.
 
However, over the past year, limited service restaurants are now expanding breakfast menus into late night to boost weekend sales. Concepts are also focusing on item expansion to build excitement around this daypart.
 
This includes new flavors, ethnic items, innovative new items, functional offerings, and launching breakfast menus altogether. This report looks at both weekday and weekend breakfast consumption at limited service restaurants. The report focuses on weekday breakfast trends at restaurants by analyzing Mintel’s Menu Insights database as well as consumer survey analysis revealing behavior and attitudes toward the segment.
 
The market size and forecast as well as Menu Insights data are for limited service restaurants, including both weekday and weekend offerings. For the Consumer Expenditure Survey, the Bureau of Labor Statistics defines fast food venues as restaurants and other venues at which the food is paid for prior to being served/consumed.
 
The following types of venues are included: fast food, takeout, delivery, concession stands, buffet, cafeteria; vending machines and mobile vendors; and employer and school cafeterias (excluding food plan/boarding at college).
 
Expenditures for food away from home while on out-of-town trips are excluded because there is not sufficient detail to determine venue or type of meal.

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Figure 1: US sales and fan chart forecast of the restaurant breakfast market, at current prices, 2008-18
                      • Market drivers
                        • Competitive context
                          • Menu analysis
                            • Figure 2: Top 10 breakfast food items at limited service restaurants, by incidence, Q3 2010-13
                            • Figure 3: Top 10 ingredients for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
                          • Consumer data
                            • Figure 4: Usage drivers for breakfast at limited service restaurants, October 2013
                            • Figure 5: Attitudes and behaviors for breakfast at limited service restaurants, October 2013
                          • What we think
                          • Issues and Insights

                              • Operational: Beyond menu offerings, how can operators attract patrons?
                                • The issues
                                  • The implications
                                    • Innovation: How can operators stay ahead of the curve for breakfast?
                                      • The issues
                                        • The implications
                                          • Expansion: How has breakfast shifted in terms of daypart and offerings?
                                            • The issues
                                              • The implications
                                                • Health: Can operators meet the varying nutritional demands of consumers?
                                                  • The issues
                                                    • The implications
                                                    • Trend Applications

                                                        • Trend: Minimize Me
                                                          • Trend: Transumers
                                                            • Mintel Futures: East Meets West
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Market size insight
                                                                  • Sales and forecast of market
                                                                    • Figure 6: US sales and forecast of the restaurant breakfast market, at current prices, 2008-18
                                                                    • Figure 7: US sales and forecast of the restaurant breakfast market, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast
                                                                      • Figure 8: US sales and fan chart forecast of the restaurant breakfast market, at current prices, 2007-17
                                                                  • Market Drivers

                                                                    • Economic indicators
                                                                      • Governmental legislation
                                                                        • Cost and inflation of food items
                                                                          • Corporate responsibility
                                                                          • Innovations and Innovators—Menu Items

                                                                            • Innovative items
                                                                              • Beverage offerings
                                                                                • Better-for-you options
                                                                                  • Focus on bread
                                                                                    • Focus on protein
                                                                                      • Ethnic offerings
                                                                                      • Innovations and Innovators: Operational

                                                                                        • Value and on-the-go
                                                                                          • Technology
                                                                                            • New breakfast players
                                                                                              • New breakfast menus
                                                                                                • Breakfast in new dayparts
                                                                                                • Competitive Context

                                                                                                  • Eating at home
                                                                                                    • Convenience stores, kiosks, and vending machines
                                                                                                      • Limited service restaurants
                                                                                                        • Full service restaurants
                                                                                                        • Marketing Strategies

                                                                                                          • Overview of the brand landscape
                                                                                                            • Freebies
                                                                                                              • Sponsorship and endorsements
                                                                                                                • Community and charity
                                                                                                                  • Co-branding
                                                                                                                    • Mobile loyalty
                                                                                                                    • Menu Analysis—Breakfast Food Items

                                                                                                                      • Restaurant breakfast segment overview
                                                                                                                          • Figure 9: Breakfast food items at limited service restaurants, by incidence, Q3 2010-13
                                                                                                                        • Menu breakdown for limited service menus
                                                                                                                            • Figure 10: Top 10 breakfast food items at limited service restaurants, by incidence, Q3 2010-13
                                                                                                                          • Ingredients used on limited service menus
                                                                                                                              • Figure 11: Top 10 ingredients for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
                                                                                                                            • Preparation methods on limited service menus
                                                                                                                                • Figure 12: Top 10 preparation methods for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
                                                                                                                              • Marketing claims on limited service menus
                                                                                                                                  • Figure 13: Top 10 marketing claims for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
                                                                                                                              • Consumer Data—Overview

                                                                                                                                • Overview of usage, ordering method, and place of consumption
                                                                                                                                    • Figure 14: Overall restaurant usage for breakfast, October 2013
                                                                                                                                    • Figure 15: Restaurant usage for breakfast, October 2013
                                                                                                                                    • Figure 16: Order method for breakfast at limited service restaurants—Any use of LSRs, October 2013
                                                                                                                                    • Figure 17: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, October 2013
                                                                                                                                  • Change in behavior compared to last year
                                                                                                                                      • Figure 18: Changes in behavior for breakfast at limited service restaurants, October 2013
                                                                                                                                      • Figure 19: Increases in behavior for breakfast at limited service restaurants, October 2013
                                                                                                                                    • Drivers influencing consumers to visit particular restaurants
                                                                                                                                        • Figure 20: Usage drivers for breakfast at limited service restaurants, October 2013
                                                                                                                                      • Behaviors and attitudes surrounding breakfast at restaurants
                                                                                                                                        • Figure 21: Attitudes and behaviors for breakfast at limited service restaurants, October 2013
                                                                                                                                    • Consumer Data—By Gender

                                                                                                                                      • Key points
                                                                                                                                        • Men have higher LSR breakfast usage while women select drive-thrus more
                                                                                                                                            • Figure 22: Restaurant usage for breakfast, by gender, October 2013
                                                                                                                                            • Figure 23: Order method for breakfast at limited service restaurants—Any use of LSRs, by gender, October 2013
                                                                                                                                            • Figure 24: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by gender, October 2013
                                                                                                                                          • Men increased usage, check average, and items purchased on weekdays
                                                                                                                                              • Figure 25: Increases in behavior for breakfast at limited service restaurants, by gender, October 2013
                                                                                                                                            • Men value combo meals and portions; women value health and on-the-go
                                                                                                                                                • Figure 26: Usage drivers for breakfast at limited service restaurants, by gender, October 2013
                                                                                                                                              • Women focus on price, deals, portion size, and breakfast all day
                                                                                                                                                  • Figure 27: Attitudes and behaviors for breakfast at limited service restaurants, by gender, October 2013
                                                                                                                                              • Consumer Data—By Age

                                                                                                                                                • Key points
                                                                                                                                                  • Older Millennials lead usage for breakfast at restaurants
                                                                                                                                                      • Figure 28: Restaurant usage for breakfast, by age, October 2013
                                                                                                                                                      • Figure 29: Order method for breakfast at limited service restaurants—Any use of LSRs, by age, October 2013
                                                                                                                                                      • Figure 30: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by age, October 2013
                                                                                                                                                    • Older Millennials increased number of breakfast visits and check average
                                                                                                                                                      • Figure 31: Increases in behavior for breakfast at limited service restaurants, by age, October 2013
                                                                                                                                                    • Millennials seek value menus and authentic items; Generation Xers value combo meals; older consumers desire menu variety
                                                                                                                                                        • Figure 32: Usage drivers for breakfast at limited service restaurants, by age, October 2013
                                                                                                                                                      • Older Millennials are willing to place health over price for breakfast
                                                                                                                                                          • Figure 33: Attitudes and behaviors for breakfast at limited service restaurants, by age, October 2013
                                                                                                                                                      • Consumer Data—By Income

                                                                                                                                                        • Key points
                                                                                                                                                          • Middle class are most likely to visit restaurants for breakfast on weekdays
                                                                                                                                                              • Figure 34: Restaurant usage for breakfast, by household income, October 2013
                                                                                                                                                              • Figure 35: Order method for breakfast at limited service restaurants—Any use of LSRs, by household income, October 2013
                                                                                                                                                              • Figure 36: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by household income, October 2013
                                                                                                                                                            • Middle class are cooking at home and trading up to full service restaurants
                                                                                                                                                              • Figure 37: Increases in behavior for breakfast at limited service restaurants, by household income, October 2013
                                                                                                                                                            • Low income seek value menus; middle class seek functional foods; affluent desire on-the-go food options
                                                                                                                                                                • Figure 38: Usage drivers for breakfast at limited service restaurants, by household income, October 2013
                                                                                                                                                              • Low income are least likely to try ethnic items; middle class are most likely
                                                                                                                                                                  • Figure 39: Attitudes and behaviors for breakfast at limited service restaurants, by household income, October 2013
                                                                                                                                                              • Consumer Data—By Hispanic Origin

                                                                                                                                                                • Key points
                                                                                                                                                                  • Hispanics use restaurants for breakfast more than non-Hispanics
                                                                                                                                                                      • Figure 40: Restaurant usage for breakfast, by Hispanic origin, October 2013
                                                                                                                                                                      • Figure 41: Order method for breakfast at limited service restaurants—Any use of LSRs, by Hispanic origin, October 2013
                                                                                                                                                                      • Figure 42: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by Hispanic origin, October 2013
                                                                                                                                                                    • Hispanics are more likely to have changed their breakfast habits
                                                                                                                                                                        • Figure 43: Increases in behavior for breakfast at limited service restaurants, by Hispanic origin, October 2013
                                                                                                                                                                      • Hispanics are driven by combo meals, customization, portions, and health
                                                                                                                                                                        • Figure 44: Usage drivers for breakfast at limited service restaurants, by Hispanic origin, October 2013
                                                                                                                                                                      • Hispanics seek healthy and non-breakfast foods during breakfast
                                                                                                                                                                        • Figure 45: Attitudes and behaviors for breakfast at limited service restaurants, by Hispanic origin, October 2013
                                                                                                                                                                    • Consumer Data—By Region

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Usage, order preference, and consumption place vary by region
                                                                                                                                                                            • Figure 46: Restaurant usage for breakfast, by region, October 2013
                                                                                                                                                                            • Figure 47: Order method for breakfast at limited service restaurants—Any use of LSRs, by region, October 2013
                                                                                                                                                                            • Figure 48: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by region, October 2013
                                                                                                                                                                          • Midwesterners have set behavior; Southerners increased cooking at home
                                                                                                                                                                              • Figure 49: Increases in behavior for breakfast at limited service restaurants, by region, October 2013
                                                                                                                                                                            • Southerners seek wide menu variety when selecting a restaurant
                                                                                                                                                                                • Figure 50: Usage drivers for breakfast at limited service restaurants, by region, October 2013
                                                                                                                                                                              • Attitudes and behavior for restaurant breakfast vary by region
                                                                                                                                                                                  • Figure 51: Attitudes and behaviors for breakfast at limited service restaurants, by region, October 2013
                                                                                                                                                                              • Consumer Data—By Parents

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Parents use drive-thru but consume their orders at work
                                                                                                                                                                                      • Figure 52: Restaurant usage for breakfast, by parents with children in household, October 2013
                                                                                                                                                                                      • Figure 53: Order method for breakfast at limited service restaurants—Any use of LSRs, by parents with children in household, October 2013
                                                                                                                                                                                      • Figure 54: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by parents with children in household, October 2013
                                                                                                                                                                                    • Parents are more likely to have increased weekday breakfast spend
                                                                                                                                                                                        • Figure 55: Increases in behavior for breakfast at limited service restaurants, by parents with children in household, October 2013
                                                                                                                                                                                      • Parents of children aged 18+ that visit on weekends seek value menus
                                                                                                                                                                                          • Figure 56: Usage drivers for breakfast at limited service restaurants, by parents with children in household, October 2013
                                                                                                                                                                                        • Weekday parent users are more likely to have breakfast in two stages
                                                                                                                                                                                            • Figure 57: Attitudes and behaviors for breakfast at limited service restaurants, by parents with children in household, October 2013
                                                                                                                                                                                        • Appendix—Additional Tables

                                                                                                                                                                                          • Consumer data: By gender
                                                                                                                                                                                            • Figure 58: Order method for breakfast at limited service restaurants—Weekday of LSR, by gender, October 2013
                                                                                                                                                                                            • Figure 59: Order method for breakfast at limited service restaurants—Weekend of LSR, by gender, October 2013
                                                                                                                                                                                            • Figure 60: Place of consumption for breakfast from limited service restaurants—Weekday, by gender, October 2013
                                                                                                                                                                                            • Figure 61: Place of consumption for breakfast from limited service restaurants—Weekend, by gender, October 2013
                                                                                                                                                                                            • Figure 62: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by gender, October 2013
                                                                                                                                                                                            • Figure 63: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by gender, October 2013
                                                                                                                                                                                            • Figure 64: Usage drivers for breakfast at limited service restaurants—Weekdays, by gender, October 2013
                                                                                                                                                                                            • Figure 65: Usage drivers for breakfast at limited service restaurants—Weekends, by gender, October 2013
                                                                                                                                                                                            • Figure 66: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by gender, October 2013
                                                                                                                                                                                            • Figure 67: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by gender, October 2013
                                                                                                                                                                                          • Consumer data: By age
                                                                                                                                                                                            • Figure 68: Order method for breakfast at limited service restaurants—Weekday of LSR, by age, October 2013
                                                                                                                                                                                            • Figure 69: Order method for breakfast at limited service restaurants—Weekend of LSR, by age, October 2013
                                                                                                                                                                                            • Figure 70: Place of consumption for breakfast from limited service restaurants—Weekday, by age, October 2013
                                                                                                                                                                                            • Figure 71: Place of consumption for breakfast from limited service restaurants—Weekend, by age, October 2013
                                                                                                                                                                                            • Figure 72: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by age, October 2013
                                                                                                                                                                                            • Figure 73: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by age, October 2013
                                                                                                                                                                                            • Figure 74: Usage drivers for breakfast at limited service restaurants—Weekdays, by age, October 2013
                                                                                                                                                                                            • Figure 75: Usage drivers for breakfast at limited service restaurants—Weekends, by age, October 2013
                                                                                                                                                                                            • Figure 76: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by age, October 2013
                                                                                                                                                                                            • Figure 77: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by age, October 2013
                                                                                                                                                                                          • Consumer data: By income
                                                                                                                                                                                            • Figure 78: Order method for breakfast at limited service restaurants—Weekday of LSR, by household income, October 2013
                                                                                                                                                                                            • Figure 79: Order method for breakfast at limited service restaurants—Weekend of LSR, by household income, October 2013
                                                                                                                                                                                            • Figure 80: Place of consumption for breakfast from limited service restaurants—Weekday, by household income, October 2013
                                                                                                                                                                                            • Figure 81: Place of consumption for breakfast from limited service restaurants—Weekend, by household income, October 2013
                                                                                                                                                                                            • Figure 82: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by household income, October 2013
                                                                                                                                                                                            • Figure 83: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by household income, October 2013
                                                                                                                                                                                            • Figure 84: Usage drivers for breakfast at limited service restaurants—Weekdays, by household income, October 2013
                                                                                                                                                                                            • Figure 85: Usage drivers for breakfast at limited service restaurants—Weekends, by household income, October 2013
                                                                                                                                                                                            • Figure 86: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by household income, October 2013
                                                                                                                                                                                            • Figure 87: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by household income, October 2013
                                                                                                                                                                                          • Consumer data: By Hispanic origin
                                                                                                                                                                                            • Figure 88: Order method for breakfast at limited service restaurants—Weekday of LSR, by Hispanic origin, October 2013
                                                                                                                                                                                            • Figure 89: Order method for breakfast at limited service restaurants—Weekend of LSR, by Hispanic origin, October 2013
                                                                                                                                                                                            • Figure 90: Place of consumption for breakfast from limited service restaurants—Weekday, by Hispanic origin, October 2013
                                                                                                                                                                                            • Figure 91: Place of consumption for breakfast from limited service restaurants—Weekend, by Hispanic origin, October 2013
                                                                                                                                                                                            • Figure 92: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by Hispanic origin, October 2013
                                                                                                                                                                                            • Figure 93: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by Hispanic origin, October 2013
                                                                                                                                                                                            • Figure 94: Usage drivers for breakfast at limited service restaurants—Weekdays, by Hispanic origin, October 2013
                                                                                                                                                                                            • Figure 95: Usage drivers for breakfast at limited service restaurants—Weekends, by Hispanic origin, October 2013
                                                                                                                                                                                            • Figure 96: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by Hispanic origin, October 2013
                                                                                                                                                                                            • Figure 97: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by Hispanic origin, October 2013
                                                                                                                                                                                          • Consumer data: By region
                                                                                                                                                                                            • Figure 98: Order method for breakfast at limited service restaurants—Any use of LSRs, by region, October 2013
                                                                                                                                                                                            • Figure 99: Order method for breakfast at limited service restaurants—Weekday of LSR, by region, October 2013
                                                                                                                                                                                            • Figure 100: Order method for breakfast at limited service restaurants—Weekend of LSR, by region, October 2013
                                                                                                                                                                                            • Figure 101: Place of consumption for breakfast from limited service restaurants—Weekday, by region, October 2013
                                                                                                                                                                                            • Figure 102: Place of consumption for breakfast from limited service restaurants—Weekend, by region, October 2013
                                                                                                                                                                                            • Figure 103: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by region, October 2013
                                                                                                                                                                                            • Figure 104: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by region, October 2013
                                                                                                                                                                                            • Figure 105: Usage drivers for breakfast at limited service restaurants—Weekdays, by region, October 2013
                                                                                                                                                                                            • Figure 106: Usage drivers for breakfast at limited service restaurants—Weekends, by region, October 2013
                                                                                                                                                                                            • Figure 107: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by region, October 2013
                                                                                                                                                                                            • Figure 108: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by region, October 2013
                                                                                                                                                                                          • Consumer data: By parents
                                                                                                                                                                                            • Figure 109: Order method for breakfast at limited service restaurants—Weekday of LSR, by parents with children in household, October 2013
                                                                                                                                                                                            • Figure 110: Order method for breakfast at limited service restaurants—Weekend of LSR, by parents with children in household, October 2013
                                                                                                                                                                                            • Figure 111: Place of consumption for breakfast from limited service restaurants—Weekday, by parents with children in household, October 2013
                                                                                                                                                                                            • Figure 112: Place of consumption for breakfast from limited service restaurants—Weekend, by parents with children in household, October 2013
                                                                                                                                                                                            • Figure 113: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by parents with children in household, October 2013
                                                                                                                                                                                            • Figure 114: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by parents with children in household, October 2013
                                                                                                                                                                                            • Figure 115: Usage drivers for breakfast at limited service restaurants—Weekdays, by parents with children in household, October 2013
                                                                                                                                                                                            • Figure 116: Usage drivers for breakfast at limited service restaurants—Weekends, by parents with children in household, October 2013
                                                                                                                                                                                            • Figure 117: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by parents with children in household, October 2013
                                                                                                                                                                                            • Figure 118: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by parents with children in household, October 2013
                                                                                                                                                                                        • Appendix—Market Drivers

                                                                                                                                                                                          • Health and lifestyle
                                                                                                                                                                                            • Figure 119: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
                                                                                                                                                                                          • Childhood and teen obesity—highest in decades
                                                                                                                                                                                              • Figure 120: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                            • Consumer confidence
                                                                                                                                                                                              • Figure 121: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                            • Unemployment
                                                                                                                                                                                              • Figure 122: US Unemployment Rate, by month, 2002-13
                                                                                                                                                                                              • Figure 123: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                                              • Figure 124: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                                                                                            • Racial, ethnic population growth
                                                                                                                                                                                                • Figure 125: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                                                                                • Figure 126: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                                              • Shifting US demographics
                                                                                                                                                                                                • Figure 127: US population, by age, 2009-19
                                                                                                                                                                                                • Figure 128: US households, by presence of own children, 2003-13
                                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                              Breakfast Restaurant Trends - US - January 2014

                                                                                                                                                                                              US $3,995.00 (Excl.Tax)