Description

This report provides comprehensive and current information and analysis of the US Restaurant Breakfast and Brunch Trends market including US Restaurant Breakfast and Brunch Trends market size, anticipated market forecast, relevant market segmentation, and industry trends for the US Restaurant Breakfast and Brunch Trends market.

Current market landscape

Breakfast and brunch dining out occasions may be down, but don’t count them out: the 34% of consumers who are current foodservice breakfast patrons are seemingly habitual and dedicated. Before the pandemic, more than half of consumers (55%) had dined for breakfast or brunch, demonstrating that the events of 2020 have caused some temporary attrition. Yet, despite the disruptions with restaurant service limitations and certainly reduced out-of-home occasions, nearly half of those users actually increased their use of foodservice breakfast options, indicating the power that brands can have in becoming part of the routine.

Nearly two in five consumers believe their breakfast and brunch ordering will stay the same, and even more will increase their use in 2022, indicating that consumers intend to resume old or keep these new breakfast habits going forward. Communications and breakfast program strategies should focus on helping consumers establish their new routines that provide convenience, value and versatility.

Future market trends in US restaurant breakfast and brunch trends

Multi-layered off-premise programs are no longer nice-to-haves. Mobile ordering programs, loyalty and incentive programs and menus balanced with healthy and indulgent items that are accessible any time of day can fit easily into a variety of routines. Going forward, consumers will hang on to elevated expectations of convenience services that may have been discovered during a memorable year, such as click and collect, QR codes, pickup windows and, perhaps most importantly, portable packaging that protects product integrity in transit.

Read on to discover more about what’s driving breakfast and brunch trends in the US Restaurant Breakfast and Brunch consumer market, read our The Gen Z Diner – US – 2021 report, or take a look at our other Food And Foodservice Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the restaurant breakfast/brunch market.
  • Breakfast and brunch sales’ slow recovery.
  • Opportunities to reach remote workers.
  • Foodservice breakfast trends post-pandemic.

Covered in this report

Brands include: Wendy’s, McDonald’s Ihop, Panera, Dunkin’, Denny’s.

Expert analysis from a specialist in the field

This report, written by Emma Allmann, a leading analyst in the Food and Foodservice sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

After a tricky year, as consumers begin to return to more out-of-home, impulsive and on-the-go occasions, operators can take on a larger role in helping diners to navigate each day while also establishing new rituals. Many breakfast (and lunch) occasions are up for grabs, making this a good time for operators to think strategically about how their breakfast programs align with the new normal and more flexible work styles. Must-haves in breakfast programs include ease in ordering, loyalty rewards and a well-balanced menu with healthy and indulgent options to match a number of occasions where breakfast options may be suitable throughout the day.
Emma Allmann, Jr Analyst
Emma Allmann
Jr Analyst, Food and Foodservice

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Economic and other assumptions
            • COVID-19: US context
            • Executive Summary

                • Top takeaways
                  • Market overview
                    • Figure 1: Total US revenues and forecast of full-service restaurants and limited-service eating places*, at current prices
                    • Figure 2: Total US revenues and forecast of full-service restaurants and limited-service eating places*, at current prices
                  • Impact of COVID-19 on breakfast and brunch trends
                    • Figure 3: Short-, medium- and long-term impact of COVID-19 on restaurant breakfast and brunch, 2021
                  • Challenges and opportunities
                    • Operators are missing the mark on health
                      • Figure 4: Healthy breakfast and brunch behaviors, 2021
                    • Draw women in with healthier and convenient options
                      • Figure 5: Foodservice daypart visitation, by gender
                    • Flexible workstyles both a challenge and opportunity
                      • You’re only as good as your coffee
                        • Figure 6: Breakfast and brunch attitudes, by generation, 2021
                    • The Market – Key Takeaways

                      • Restaurant segment recovery will be unbalanced
                        • COVID-19 variants may curb diner enthusiasm
                          • Remote workers represent challenges and opportunities for breakfast operations
                          • Foodservice Market Size and Forecast

                            • After a brutal 2020, foodservice sales are on track to recover in 2022
                              • Figure 7: Total US revenues and forecast of full-service restaurants and limited-service eating places*, at current prices
                              • Figure 8: Total US revenues and forecast of full-service restaurants and limited-service eating places*, at current prices
                              • Figure 9: Total US revenues and forecast of full-service restaurants and limited-service eating places*, by segment, at current prices
                          • Market Factors

                            • COVID-19 continues to dictate consumer comfort with indoor dining
                              • Figure 10: Comfort level, dining indoors, COVID Tracker
                            • Post-vaccine spending boom gives restaurants a temp boost
                              • Figure 11: sales of food at home and away from home, 2010-21
                            • Turn WFH into expansion opportunity
                              • Figure 12: Anticipated work situations, 2021
                          • Companies and Brands – Key Takeaways

                            • Breakfast success demands menu innovation
                              • Remote workers will require a finessed approach
                                • Specialty coffee and tea are traffic drivers
                                • Competitive Strategies

                                  • Wendy’s breakfast rises despite the odds
                                    • McDonald’s all-day bakery plays double duty targeting snacking
                                      • Figure 13: McDonald’s breakfast LTOs
                                    • IHOP leans into comfort
                                      • Figure 14: IHOP’s Pancake Support campaign Tweet
                                    • Panera adapts catering program to reach remote employees
                                    • Market Opportunities

                                      • Flexible workstyles
                                        • Be the alternate office space
                                          • Offer a morning routine
                                            • Figure 15: Anticipated work situations, any work from home, 2021
                                          • Specialty beverages will draw consumers away from home
                                            • Figure 16: Foodservice coffee and tea attitudes, any agree
                                          • Boozy at-home brunches
                                          • The Consumer – Key Takeaways

                                            • Breakfast/brunch occasions back on the slow rise
                                              • Pandemic-driven breakfast dining habits may last
                                                • Work-from-home consumers are looking for a new breakfast routine
                                                  • Smaller = both healthier and convenient
                                                  • Foodservice Daypart Visitation

                                                    • Breakfast/brunch occasions on the slow rise
                                                      • Figure 17: Foodservice daypart visitation, 2020 versus 2021
                                                    • Men are more steadfast breakfast diners
                                                      • Figure 18: Foodservice daypart visitation, by gender, 2021
                                                    • Millennials continue to drive breakfast/brunch occasions
                                                      • Figure 19: Foodservice daypart visitation, by generation, 2021
                                                  • Change in Ordering Breakfast Before and After COVID-19

                                                    • Diners anticipate hanging on to some pandemic-driven breakfast dining habits
                                                      • Figure 20: Change in breakfast/brunch ordering frequency during COVID-19; Anticipated change in 2022
                                                    • Reassess local market strategies, facilities to address changes in routines
                                                      • Figure 21: Change in breakfast/brunch ordering frequency during COVID-19, by area lived in
                                                  • Breakfast and Brunch Ordering, by Segment

                                                    • Fast food still has breakfast cornered
                                                      • Figure 22: Breakfast ordering by location, 2020 vs 2021
                                                    • Bring brunch experience to all
                                                      • Figure 23: Brunch ordering by location, 2020 vs 2021
                                                    • Parents turn to more diverse channels for foodservice breakfast
                                                      • Figure 24: Breakfast ordering by location, by parental status, 2021
                                                  • Breakfast and Brunch Behaviors

                                                    • At-home breakfast remains the norm
                                                      • Figure 25: Breakfast and brunch behaviors, 2021
                                                    • Draw in parents with on-the-go breakfast
                                                      • Figure 26: Breakfast and brunch behaviors, by parental status
                                                    • Breakfast meal deals make it a family affair for Hispanic diners
                                                      • Figure 27: Breakfast and brunch behaviors, by Hispanic origin
                                                  • Breakfast and Brunch Menu Innovation Interest

                                                    • Blur MTO and RTE options with diverse builds/ingredients
                                                      • Specialty beverages (coffee) are a traffic driver
                                                        • Figure 28: Breakfast and brunch menu innovation interest, 2021
                                                      • Despite a rise in work from home, weekdays are still on the go
                                                        • Figure 29: Breakfast and brunch menu innovation interest
                                                    • Healthy Breakfast and Brunch Behaviors

                                                      • Diners don’t make the connection between health and breakfast
                                                        • Figure 30: Healthy breakfast and brunch behaviors
                                                        • Figure 31: Healthy breakfast and brunch behaviors, by generation, 2021
                                                      • Busy parents find healthy breakfasts at restaurants
                                                        • Figure 32: Healthy breakfast and brunch behaviors, by parental status, 2021
                                                    • Breakfast and Brunch Attitudes

                                                      • Breakfast classics with a twist, anytime
                                                        • Figure 33: Breakfast and brunch attitudes
                                                      • Breakfast LTOs offer accessible experimentation
                                                        • Figure 34: Breakfast and brunch attitudes, by household income
                                                      • Millennials are in it for the coffee
                                                        • Figure 35: Breakfast and brunch attitudes, by generation, 2021
                                                      • Non-urbanites looking for breakfast offerings beyond the basics
                                                        • Figure 36: Breakfast and brunch attitudes, by location lived in, 2021
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Forecast
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                • Appendix – The Market

                                                                    • Figure 37: GDP change from previous period and consumption expenditures, 2010-21
                                                                    • Figure 38: Total US revenues and forecast of limited-service eating places*, at current prices
                                                                    • Figure 39: Total US revenues and forecast of limited-service eating places*, at current prices
                                                                    • Figure 40: Total US revenues and forecast of full-service restaurants, at current prices
                                                                    • Figure 41: Total US revenues and forecast of full-service restaurants, at current prices

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