Restaurant Breakfast and Brunch Trends - US - July 2016
Breakfast and brunch has gained attention from both chefs and consumers, as a number of chains have revamped or expanded their morning menus. While consumers tend to eat breakfast at home, many diners report buying breakfast at restaurants more often compared to just a year ago. Though there is a lot of competition for breakfast, there is still plenty of opportunity, as consumers are interested in a variety of breakfast options from healthy meals to high-quality coffee to portable meals.
This report examines the following issues:
- Restaurants battle for breakfast
- Most consumers eat breakfast at home
Breakfast is big business, with over 50% of consumers ordering breakfast foods from foodservice establishments more often compared to one year ago. QSRs (quick-service restaurants) and midscales received the most increases in visitation, but consumers report going to a variety of foodservice establishments more such as c-stores (convenience stores) and coffee houses. This increase in breakfast consumption is primarily driven by Millennials, who dine out at a much greater frequency than other consumers.
Consumers have very positive associations with brunch, which makes an appealing occasion for the restaurant industry. Diners believe brunch is social experience, they think brunch dishes are more innovative than breakfast dishes, and they agree that it is acceptable to order alcohol with brunch. Interest in brunch is nearly universal, with consumers from all ages, incomes, and areas expressing affinity for brunch.
From all-day breakfast to third wave coffee to breakfast bowls, consumers are open to a wide range of new breakfast offerings. Restaurant operators must first understand who their core consumer is before launching new breakfast items. For example, Baby Boomers are very interested in seeing healthier entrees on breakfast menus, while Millennials report interest in a variety of breakfast options with portable, snack-sized items being a particular area of opportunity.
This Report will cover consumer attitudes, perceptions, and behaviors surrounding breakfast and brunch in the foodservice industry. In this Report, “breakfast” can either refer to the morning dining occasion as well as a type of food that may or may not be consumed in the morning (eg pancakes for dinner). Likewise, “brunch” refers to an actual occasion (a meal between breakfast and lunch) as well as the foods commonly associated with brunch.
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