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Restaurant Breakfast and Brunch Trends - US - July 2016

Published By :

Mintel

Published Date : Jul 2016

Category :

Hotels & Restaurants

No. of Pages : N/A

Breakfast and brunch has gained attention from both chefs and consumers, as a number of chains have revamped or expanded their morning menus. While consumers tend to eat breakfast at home, many diners report buying breakfast at restaurants more often compared to just a year ago. Though there is a lot of competition for breakfast, there is still plenty of opportunity, as consumers are interested in a variety of breakfast options from healthy meals to high-quality coffee to portable meals.

Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Restaurants battle for breakfast
Figure 1: Segment visitation for breakfast, April 2016
Most consumers eat breakfast at home
Figure 2: Breakfast food purchased in the past three months, April 2016
The opportunities
Half of consumers are ordering breakfast more compared to a year ago
Figure 3: Away from home breakfast behavior changes from one year ago, April 2016
Consumers are interested in a variety of new breakfast choices
Figure 4: Breakfast menu interest, generation, April 2016
There is an opportunity for restaurants in the brunch occasion
Figure 5: Brunch statement agreement, April 2016
What it means

The Market – What You Need to Know

Stable commodity prices makes breakfast profitable
Don’t ignore Gen X and Boomers when making a breakfast menu
Healthy breakfast items can satisfy rushed diners

Market Factors

Restaurant industry recovers from commodity crisis
Figure 6: Year-to-date changes in food prices, May 2016
Millennials matter, but the wealth is with older consumers
Figure 7: Median household income, by age of householder, 2014
Consumers want to eat healthfully but are stressed for time
Figure 8: Consumer opinions on healthful eating, NHCS Adult Study six-month Fall 2010-15

Key Players – What You Need to Know

The competition over breakfast heats up
Restaurants are providing options for whatever mood diners are in
International cuisines are influencing breakfast menus
Breakfast menus become succinct

What’s Working?

Breakfast becomes a QSR battleground
Restaurants see opportunity with expanded beverage offerings
Maintaining the balance between health and decadence
Chorizo emerges as a new favorite breakfast meat

What’s Struggling?

More breakfast means more competition

What’s Next?

Moving beyond the breakfast burrito
Making brunch mainstream
Better as a bowl
Eggs Benedict becomes a star dish
Figure 9: Eggs Benedict examples
Any protein can be a “breakfast meat”

Breakfast/Brunch Restaurant Profiles

LSRs
FSRs

MMI Analysis

Breakfast menus shrink and become international/regional
Figure 10: Incidence of items on menus, Q1 2013-Q1 2016
Figure 11: Incidence cuisine type on breakfast/brunch menus, top 10 cuisine types, Q1 2013-Q1 2016
Breakfast/brunch menu items
Operators trade breakfast sandwiches for burritos/tacos
Egg entrees
Figure 12: Menu item incidence on breakfast/brunch menus (top 10 dishes), Q1 2013-Q1 2016
Pancakes, waffles, and baked goods
Breakfast/brunch meats
Breakfast/brunch dish ingredients

The Consumer – What You Need to Know

QSRs are the most popular segment for breakfast
The incidence of ordering breakfast AHF is up
There are multiple areas of opportunity for breakfast menus
Consumers think highly of brunch

Breakfast Foods Consumed AH versus AFH

Breakfast foods are typically purchased for the home
Figure 13: Breakfast food purchased in the past three months, April 2016
AFH breakfast purchasers
Figure 14: Breakfast food purchased at a foodservice establishment in the past three months, April 2016
Figure 15: Continued: Breakfast food purchased at a foodservice establishment in the past three months, April 2016

Important Breakfast Factors

Consumers want nutritious, affordable, and “real” breakfast foods
Figure 16: Important factors when choosing breakfast foods, April 2016
Men and women value different factors when choosing breakfast foods
Figure 17: Important factors when choosing breakfast foods, by gender, April 2016
Hispanics are interested in portable indulgent items
Figure 18: Important factors when choosing breakfast foods, by Hispanic origin, April 2016

Restaurant Visitation for Breakfast

QSRs are most visited segment for breakfast
Figure 19: Segment visitation for breakfast, April 2016
Men are key consumers for c-stores
Figure 20: Convenience store visitation for breakfast, by gender, April 2016
Restaurant visitation varies by age
Figure 21: Segment visitation for breakfast, by age, April 2016
Middle class and affluent consumers dine at many different restaurants
Figure 22: Segment visitation for breakfast, by income, April 2016
Rural diners are target market for QSRs
Figure 23: Segment visitation for breakfast, by area, April 2016

Restaurant Breakfast Changes in Behavior

Over half of consumers are ordering breakfast more compared to a year ago
Figure 24: AFH breakfast behavior changes from one year ago, April 2016
Millennials are driving the growth of breakfast
Figure 25: AFH breakfast behavior changes from one year ago, by generation, April 2016
Figure 26: AFH breakfast behavior changes from one year ago, by generation, April 2016
Parents are ordering breakfast more than non-parents
Figure 27: AFH breakfast behavior changes from one year ago, by parents and age April 2016

Breakfast Menu Interest

Healthy items, all-day breakfast and third wave coffee are areas of opportunity
Figure 28: Breakfast menu interest, April 2016
Reach women through healthy options/all-day breakfast, appeal to men through coffee and better packaging
Figure 29: Breakfast menu interest, by gender and age, April 2016
Baby Boomers are the most receptive to all-day breakfast
Figure 30: Breakfast menu interest, generation, April 2016
Hispanics are key coffee drinkers
Figure 31: Breakfast menu interest, by Hispanic origin, April 2016
Breakfast menu interest by segment visitors
Figure 32: Breakfast menu interest, by segment visitors, April 2016

Restaurants and Cage-Free Eggs

Who is the target audience for cage-free eggs?
Figure 33: Breakfast menu interest, entrees made with cage-free eggs, by select demographics, April 2016

Breakfast versus Brunch Menu Items

Savory entrees are best for brunch
Figure 34: Breakfast versus brunch item association, April 2016

Brunch Perceptions and Attitudes

Brunch is an area of opportunity for the restaurant industry
Figure 35: Brunch statement agreement, April 2016
High-earning Boomers are key brunch consumers
Figure 36: Brunch statement agreement, by generation, April 2016
Figure 37: Brunch statement agreement, by age and income, April 2016
Women respond to the social nature of brunch
Figure 38: Brunch statement agreement, by gender, April 2016

Appendix – Data Sources and Abbreviations

Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

Appendix – Consumer

Figure 39: Statement agreement, “I often don’t have time to eat/prepare healthy meals”, Fall 2010-Fall 2015
Figure 40: Statement agreement, “I am working at eating a well-balanced diet”, Fall 2010-Fall 2015

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