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Breakfast Restaurant Trends - US - January 2013

Mintel
Published Date » 2013-01-01
No. Of Pages » 124


There exists great potential for restaurants to ramp up sales during the weekday morning daypart, by understanding consumer needs and adapting their offerings. This means everything from menuing a good selection of both food and drink items to increasing service speeds and efficiencies and creating healthful and portable meal options. Additionally, consumers must feel as though they are getting a good value, whether that means a lot of food for a lower price, smaller portions at lower prices, or higher-quality food with more gourmet flavors.
Table of Content

SCOPE AND THEMES
What you need to know
Definition
Data sources
Mintel Menu Insights
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

EXECUTIVE SUMMARY
The market
Figure 1: U.S. sales and fan chart forecast of the restaurant breakfast market, at current prices, 2007-17
Market drivers
Competitive context
Menu analysis
Figure 2: Top 10 breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
Figure 3: Top 10 preparation methods for breakfast items at limited service restaurants, by incidence, Q3
2009-12
Consumer data
Figure 4: Usage deterrents for weekday restaurant breakfast, October 2012
Consumer attitudes
Figure 5: Consumer attitudes toward weekday breakfast, October 2012
What we think

ISSUES IN THE MARKET
What can restaurants do to increase sales?
How can restaurants attract a weekday breakfast crowd?
How can consumers’ on-the-go behavior be accommodated?
How can restaurants address health needs for weekday breakfast?

INSIGHTS AND OPPORTUNITIES
Coffee programs
Price and promotions
Clean labeling
Better-for-you options
Better-for-you and better tasting items
Nutritional claims

INNOVATORS AND INNOVATIONS
New menu items
Portability and packaging
Smoothie bowls
New and atypical concepts adding breakfast
Brunch and all-day breakfast
The Hispanic consumer

TREND APPLICATIONS
Trend: Perfecting the Details
Trend: Creative Class
Trend: 2015 Access Anything Anywhere

MARKET SIZE AND FORECAST
Key points
Market size insight
Sales and forecast of market
Figure 6: U.S. sales and forecast of the restaurant breakfast market, at current prices, 2007-17
Figure 7: U.S. sales and forecast of the restaurant breakfast market, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 8: U.S. sales and fan chart forecast of the restaurant breakfast market, at current prices, 2007-17

MARKET DRIVERS
Key points
Disposable personal income declined but is stronger than 2011
Figure 9: Real disposable personal income, January 2007-October 2012
Unemployment and underemployment decline slightly
Figure 10: Unemployment and underemployment rates, January 2007-November 2012
Consumer sentiment has increased steadily since mid-summer
Figure 11: Consumer sentiment, January 2007-November 2012
Calorie disclosure legislation
Health concerns continue
Cost and inflation of food items
Figure 12: Top 10 ingredients in breakfast menu items at limited service restaurants, by incidence, Q3
2009-12
Figure 13: Top 10 ingredients in breakfast menu items at limited service restaurants, by price, Q3 2009-12

COMPETITIVE CONTEXT
Eating at home
Convenience stores
Limited service restaurants

FEATURED COMPANIES
Arby’s
Bojangles’
Burger King
Chick-fil-A
Del Taco
Dunkin’ Donuts
Einstein Bagels
Honey Dew Donuts
Jack In The Box
Krystal
McDonald’s
Panera
Quiznos
Sonic Drive-In
Subway
Taco Bell
White Castle

MARKETING STRATEGIES
Overview of the brand landscape
Television ads
Burger King
Figure 14: Burger King television ad, December 2011
Carl’s Jr.
Figure 15: Carl’s Jr. Commercial, October 2012
Dunkin’ Donuts
Figure 16: Dunkin’ Donuts television ad, December 2012
McDonald’s
Figure 17: McDonald’s television ad, September 2012
Subway
Figure 18: Subway television ad, January 2012
Wendy’s
Figure 19: Wendy’s television ad, January 2012
Social media
Taco Bell
Figure 20: FirstMeal Ads, August 2012
Sonic
Figure 21: Sonic YouTube video, August 2012
Figure 22: Sonic Twitter Feed, November 2012
Figure 23: Sonic Facebook Photo, November 2012
McDonald’s
Figure 24: McDonald’s Ad, May 2012
Figure 25: McDonald’s YouTube Video, November 2012
Figure 26: McDonald’s Facebook Post, July 2012
Figure 27: McDonald’s Twitter Feed, November 2012
Figure 28: McCafé Twitter Feed, December 2012
Source: Twitter.com
Figure 29: McCafé Twitter Feed, December 2012

MENU ANALYSIS - RESTAURANT BREAKFAST MENUS
Key points
Weekday restaurant breakfast segment overview
Figure 30: Breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
Figure 31: Breakfast menu items at limited service restaurants, by price, Q3 2009-12
Menu breakdown for limited service menus
Figure 32: Top 10 breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
Figure 33: Top 10 breakfast menu items at limited service restaurants, by price, Q3 2009-12
Preparation methods on limited service menus
Figure 34: Top 10 preparation methods for breakfast menu items at limited service restaurants, by incidence,
Q3 2009-12
Menu item claims on limited service menus
Figure 35: Top 10 ingredient marketing claims on breakfast menus at quick service restaurants, by incidence,
Q3 2009-12

MENU ANALYSIS - QUICK SERVICE RESTAURANTS
Key points
Menu breakdown for quick service menus
Figure 36: Top 10 breakfast menu items at quick service restaurants, by incidence, Q3 2009-12
Figure 37: Top 10 breakfast menu items at quick service restaurants, by price, Q3 2009-12
Preparation claims on quick service menus
Figure 38: Top 10 preparation methods for breakfast menu items at quick service restaurants, by incidence,
Q3 2009-12
Marketing claims on quick service menus
Figure 39: Top 10 ingredient marketing claims on breakfast menus at quick service restaurants, by incidence,
Q3 2009-12

MENU ANALYSIS - FAST CASUAL RESTAURANTS
Key points
Menu breakdown for fast casual menus
Figure 40: Top 10 breakfast menu items at fast casual restaurants, by incidence, Q3 2009-12
Figure 41: Top 10 breakfast menu items at fast casual restaurants, by price, Q3 2009-12
Preparation claims on fast casual menus
Figure 42: Top 10 preparation methods for breakfast menu items at fast casual restaurants, by incidence, Q3
2009-12
Marketing claims on fast casual restaurants
Figure 43: Top 10 ingredient marketing claims on breakfast menus at fast casual restaurants, by incidence,
Q3 2009-12

RESTAURANT USAGE FOR WEEKDAY BREAKFAST
Overview of weekday restaurant breakfast
Figure 44: Restaurant usage for weekday breakfast, October 2012
Gender differences for weekday breakfast usage
Figure 45: Restaurant usage for weekday breakfast (food and/or drink purchases), by gender, October 2012
Figure 46: Restaurant usage for weekday breakfast (food and drink purchases), by gender, October 2012
Age differences for weekday breakfast usage
Figure 47: Restaurant usage for weekday breakfast (food and/or drink purchases), by age, October 2012
Figure 48: Restaurant usage for weekday breakfast (food and drink purchases), by age, October 2012
Income differences for weekday breakfast usage
Figure 49: Restaurant usage for weekday breakfast (food and/or drink purchases), by household income,
October 2012
Figure 50: Restaurant usage for weekday breakfast (drink purchases), by household income, October 2012
Figure 51: Restaurant usage for weekday breakfast (food and drink purchases), by household income,
October 2012
Children influence weekday breakfast usage patterns
Figure 52: Restaurant usage for weekday breakfast (food and/or drink purchases), by presence of children in
household, October 2012
Figure 53: Restaurant usage for weekday breakfast (drink purchases), by presence of children in household,
October 2012
Figure 54: Restaurant usage for weekday breakfast (food and drink purchases), by presence of children in
household, October 2012
Regional differences for weekday breakfast usage
Figure 55: Restaurant usage for weekday breakfast (food and/or drink purchases), by region, October 2012
Figure 56: Restaurant usage for weekday breakfast (drink purchases), by region, October 2012
Figure 57: Restaurant usage for weekday breakfast (food and drink purchases), by region, October 2012

USAGE DETERRENTS FOR WEEKDAY RESTAURANT BREAKFAST
Key points
Women find portions too big and service slow; men want more value
Figure 58: Usage deterrents for weekday restaurant breakfast, by gender, October 2012
Older consumers stay at home; younger consumers don’t have time
Figure 59: Usage deterrents for weekday restaurant breakfast, by age, October 2012
Lower-income groups are price sensitive; affluent are deterred by health
Figure 60: Usage deterrents for weekday restaurant breakfast, by household income, October 2012
Time constraints deter families, while other consumers don’t leave home
Figure 61: Usage deterrents for weekday restaurant breakfast, by presence of children in household, October
2012
Price, health, and skipping breakfast are deterrents for different regions
Figure 62: Usage deterrents for weekday restaurant breakfast, by region, October 2012

ORDERING METHODS FOR WEEKDAY RESTAURANT BREAKFAST
Key points
Women prefer using drive-thru; men prefer to-go option
Figure 63: Ordering method for weekday restaurant breakfast, by gender, October 2012
As consumers age, preferences for dining in increase
Figure 64: Ordering method for weekday restaurant breakfast, by age, October 2012
Affluent consumers more likely to use to-go option rather than drive-thru
Figure 65: Ordering method for weekday restaurant breakfast, by household income, October 2012
Consumers with children tend to use drive-thru and to-go options most
Figure 66: Ordering method for weekday restaurant breakfast, by presence of children in household, October
2012
Northeast consumers tend to order to go
Figure 67: Ordering method for weekday restaurant breakfast, by region, October 2012
Food items are ordered to go more than food and drink combinations
Figure 68: Ordering method for weekday restaurant breakfast, by purchase type, October 2012

CHANGES IN BEHAVIOR FOR WEEKDAY RESTAURANT BREAKFAST
Key points
Overview of behavior changes
Figure 69: Changes in behavior, October 2012
Women are more health-minded and eat at home; men skip meals but spend more
Figure 70: Changes in behavior, by gender, October 2012
Each age group has different needs and exhibits unique behaviors
Figure 71: Changes in behavior, by age, October 2012
Middle-income consumers cook at home; the affluent visit restaurants more
Figure 72: Changes in behavior, by household income, October 2012
Family households increased their coupon and value menu usage
Figure 73: Changes in behavior, by presence of children in household, October 2012
Western consumers are eating weekday breakfast at home more
Figure 74: Changes in behavior, by region, October 2012
Food-only consumers are most likely to order off the value menu
Figure 75: Changes in behavior, by restaurant usage for weekday breakfast, October 2012

CONSUMER BEHAVIOR FOR WEEKDAY RESTAURANT BREAKFAST
Key points
Women place greater importance than men on healthfulness and cost
Figure 76: Consumer behavior, by gender, October 2012
Young consumers are more open to mobile ordering and portable snacks
Figure 77: Consumer behavior, by age, October 2012
Middle-income consumers rely on healthful menu items; affluent consumers break for breakfast
after they get to work
Figure 78: Consumer behavior, by household income, October 2012
Family households are more likely to have kids with them during morning restaurant visits
Figure 79: Consumer behavior, by presence of children in household, October 2012
Midwesterners snack more, while Westerners look for healthful claims
Figure 80: Consumer behavior, by region, October 2012
Drink-only consumers view breakfast as a midmorning snack
Figure 81: Consumer behavior, by restaurant usage for weekday breakfast, October 2012

CONSUMER ATTITUDES TOWARD WEEKDAY BREAKFAST
Key points
Women want greater control and options, men want larger portions
Figure 82: Consumer attitudes, by gender, October 2012
Young consumers are interested in functional foods that also meet unique dietary restrictions
Figure 83: Consumer attitudes, by age, October 2012
Affluent consumers like ordering healthy items and off the a la carte menu
Figure 84: Consumer attitudes, by household income, October 2012
Family households are interested in functional items and are concerned about items meeting
dietary and allergen needs
Figure 85: Consumer attitudes, by presence of children in household, October 2012
Regional attitudes affect consumption for weekday breakfast
Figure 86: Consumer attitudes, by region, October 2012

APPENDIX: ADDITIONAL TABLES
Figure 87: Restaurant usage for weekday breakfast (food purchases), by gender, October 2012
Figure 88: Restaurant usage for weekday breakfast (drink purchases), by gender, October 2012
Figure 89: Restaurant usage for weekday breakfast (food purchases), by age, October 2012
Figure 90: Restaurant usage for weekday breakfast (drink purchases), by age, October 2012
Figure 91: Restaurant usage for weekday breakfast (food purchases), by household income, October 2012
Figure 92: Restaurant usage for weekday breakfast (food purchases), by presence of children in household,
October 2012
Figure 93: Restaurant usage for weekday breakfast (food purchases), by region, October 2012
Figure 94: Consumer attitudes, by restaurant usage for weekday breakfast, October 2012

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy

APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
Mintel Oxygen Reports
Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

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