This report provides comprehensive and current information and analysis of the restaurant breakfast and brunch market including restaurant breakfast market size, brunch market size, anticipated market forecast, relevant market segmentation, and industry trends for the restaurant breakfast and brunch market in the US.
Despite the seismic shifts to routines and a heightened call for controlled discretionary spending, the majority of breakfast diners are actually maintaining or even increasing their participation, indicating that breakfast habits may be hard to shake. The relative affordability of breakfast perhaps makes it slightly less vulnerable to rising prices compared to lunch or dinner, suggesting that breakfast may be a solid space for operators to sustain or grow traffic.
Still, lingering elevated prices could have longer-term impact on overall occasions, restaurant choice and even menus in a number of ways: diners trading down, up or out. Among the salient 20% who are cutting back on ordering breakfast/brunch, nearly two thirds cite higher prices and 46% of diners say the price of the items affects where they order breakfast/brunch. Building relationships with diners means making away-from-home breakfast a habitual routine and encouraging customers to boost their visitation frequency, and it must be grounded in value.
While breakfast occasions are gaining momentum, there is still ample room to drive morning visitation and ordering. Diners are more than twice as likely to dine “out” for dinner or lunch. Yet, nearly half of Gen Z and Millennials report increased foodservice breakfast occasions this year, compared to only about a quarter of Gen X and older, a bellwether of changing restaurant traffic patterns and a slow visitation evolution. Gen Z and Millennial are prolific diners for brands to build breakfast loyalty with, and they have more fluid demands, signaling a call for operational and menu updates to meet their contemporary needs.
The biggest challenge to operators to grow morning occasions is also the strongest opportunity: tapping into the habits of breakfast. More than half of consumers eat the same breakfast on most days, yet just short of a quarter of breakfast diners report dining out for breakfast is part of their routine. In a time when change is among a primary constant and the need to demonstrate value is almost universal, there is no better time to create loyalties and incentivize visitation with rewards programs that create a call to action while securing a spot in AM routines.
Read on to discover more about the restaurant breakfast and brunch market consumer market, read our US On-premise Restaurant Technology Market Report 2022, or take a look at our other Foodservice research reports. For information on the retail breakfast market, please see: Frozen Breakfast – US, 2021 and Hot and Cold Cereal – US, 2021.
Brands include: Chick-fil-A, Taco Bell, Wendy’s, Panera, McDonald’s, Burger King, Denny’s, Nektar, IHOP, Protein Bar, Jamba Juice, Planet Smoothie, .
This report, written by Pooja Lal, a leading analyst in the Foodservice sector, delivers in-depth commentary and analysis to highlight current consumer breakfast trend reports and add expert context to the numbers.
In a time when value has heightened importance, the relative affordability of many breakfast and brunch options makes the daypart a solid place to drive traffic. While menu diversity can be a call to action that differentiates between operators, incentives in loyalty programs not only inspire occasions, but also secure a spot in AM routines.
Pooja Lal
Analyst, US Foodservice and Mintel Menu Insights
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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