Breakfast Restaurant Trends - US - January 2015
“There is still room for expansion and improvements in the breakfast segment. Some of the biggest names in foodservice breakfast are still pushing the envelope in terms of beverages and food innovation. The biggest hurdle for operators is to keep up with the fast movement of the segment. Brands that can innovate and keep prices at a reasonable “sweet spot” will more than likely do well in the future.”
– Katrina Fajardo, Foodservice Analyst
This report discusses the following key topics:
- Can beverages become a viable driver of breakfast visits?
- Consumers are price-sensitive during breakfast
- Consumers want a little bit of everything in the morning
The breakfast daypart has enchanted, and disheartened, many operators, as some brands succeed in the very profitable daypart, and some falter. Due to consumers’ demands for affordable options with quality ingredients and more beverage options, the breakfast market still has room to grow. Yet operators often struggle to find the “sweet spot” of menu mix and pricing. This report explores the breakfast landscape, consumer desires, and how brands can better compete against other operators, as well as in-home breakfast options.
For the purposes of this report, Mintel defines the breakfast restaurant market as self-reported expenditure for “breakfast / brunch,” as well as traditional breakfast foods consumed during different dayparts. Expenditures at employer and school cafeterias, college boarding plans, and catered meals are excluded from the definition.
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