According to Technomic’s 2019 Breakfast Consumer Trend Report, the breakfast wars are intensifying as consumers make the meal a priority.

Operators can stay ahead of the competition by enhancing ordering amenities, updating menus with bold flavor innovation, adding healthier options, and putting a big emphasis on convenience.

“Moving forward, brands must differentiate themselves from competitors to drive customer loyalty,” says Anne Mills, senior manager of consumer insights at Technomic. “Adapting off-premise capabilities and creating innovative menus to meet consumers’ increasing needs for convenience, uniqueness, and health will be key to success amid the breakfast wars.”

According to the report:

  • On average, 58 percent of consumers’ breakfast orders include both food and beverage
  • 32 percent of millennials would like more restaurants to add vegetarian or vegan offerings for breakfast, compared to 20 percent overall
  • 60 percent of consumers skip breakfast at least once during the week (i.e., Monday-Friday)