News

Technomic report identifies breakfast opportunities

June 13, 2007

CHICAGO — Away-from-home breakfast sales are growing, but remain a major underdeveloped opportunity for restaurant operators, according to new research report by Chicago's Technomic Information Services.

Even though the vast majority of consumers still prepare breakfast at home, sometimes eating it in the car or at school or work, consumers' demand for time-saving convenience continues to grow, signaling breakfast growth opportunities in both limited- and full-service restaurant segments, the report says.

"Breakfast menus are underdeveloped and often lacking in innovation," said Technomic executive vice president Darren Tristano. "Few limited-service restaurants, for example, offer a separate kids breakfast menu or a 'healthy' menu."

Tristano believes this spells opportunity, both for chain operators and their suppliers, who often play a key role in bringing menu innovations into restaurants.

Among other findings detailed in the report:

Consumers view weekday and weekend breakfast occasions differently. During the week, convenience and portability play enormous roles. However, on weekends consumers are looking for quality food, variety, and a welcoming restaurant atmosphere.
Breakfast sandwiches are a growing consumer favorite. Since the last study conducted in 2005, the percentage of consumers who reported they order breakfast sandwiches during the week when eating away from home increased from 60 to 73 percent; weekend breakfast sandwich purchases also grew from 55 to 60 percent.
Roughly 44 percent of consumers surveyed would like to see breakfast served all day and 43 percent would order breakfast during non-breakfast hours.

Technomic's Breakfast Category Report includes nearly 400 pages of detailed reporting on menu and pricing in addition to in-depth consumer research aimed at consumption behaviors, foodservice preferences, the role of convenience, cost and quality, as well as dining-out occasions and brand preferences. Individual restaurant profiles and menus also are included for more than 20 chains.