Despite the fact that breakfast continues to be the most skipped meal of the day, breakfast has been a bright spot in the foodservice industry in recent years, according to a new report by Technomic.
Consumers’ increasingly fast-paced lifestyles, growing interest in morning fare at nontraditional times and extended all-day breakfast programs are fueling the trend. Lunch and dinner sales may continue to feel the effects.
Among consumers who now purchase breakfast away from home more often than they did a year ago, the majority (60 percent) report cutting back on other daypart purchases as a result.
“Affordable, lighter options and convenient solutions can broaden appeal among consumers who skip breakfast.” explains Kelly Weikel, director of consumer insights at Technomic. “And before offering all-day breakfast, operators must carefully consider the implications. While it can drive traffic and incremental sales between traditional dayparts, it also creates significant operational challenges and can cannibalize sales of higher-priced lunch and dinner items.”
Marketing breakfast items as ideal for snacks by targeting younger consumers who are likely to order breakfast for between-meal occasions may drive incremental fare between breakfast and dinner, according to the report.
Expect quick-service operators to continue to add more healthful, responsibly sourced fare catering to the health conscious consumer. Vegetables show room for growth on breakfast menus, as well as other healthful options like seasonal fruit, grains and cereals.
Breakfast is typically more affordable for customers because dishes feature less expensive ingredients (like eggs) than lunch and dinner options. For example, MenuMonitor data shows that the average price of a breakfast sandwich at restaurants is $5.31, while the average price of lunch and dinner sandwiches is $7.67.