866-997-4948(US-Canada Toll Free)

RESTAURANT BREAKFAST AND BRUNCH TRENDS - US - SEPTEMBER 2018

Published By :

Mintel

Published Date : Sep 2018

Category :

Foodservice

No. of Pages : N/A

Breakfast habits are shifting to fit consumers’ busy schedules and include more snacking, less traditional breakfast foods, and eating on-the-go during the morning hours. Operators should stress the productivity and health benefits of breakfast to appeal to the growing number of young consumers less likely to prioritize the morning meal. To attract weekday customers, operators should leverage technology to enable easier ordering while offering convenient portable options. For weekend and special occasions, operators should offer a diverse menu with both traditional and innovative menu options to appeal to consumers’ desire for variety.

Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Breakfast and brunch importance in decline
Figure 1: Importance of breakfast among restaurant goers, any agree, Winter 2013-18
Younger consumers are interested in nontraditional options
Figure 2: Breakfast attitudes/behaviors, by age, April 2018
The opportunities
On-the-go options appeal to busy consumers
Figure 3: Source of breakfast eaten in-transit, April 2018
Menu variety is crucial to breakfast/brunch
Figure 4: Type of breakfast/brunch foods ordered, by restaurant type, April 2018
Coffee draws consumers in
Figure 5: Breakfast/Brunch behaviors, by gender and age, April 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Retail innovates to compete against restaurants
Tightening labor market affects restaurants
Busy schedules push out breakfast as a priority
Morning snacking represents an opportunity for restaurants
MARKET PERSPECTIVE
Retail offers premium and convenient breakfast items
Figure 6: Breakfast attitudes/behaviors – Lightest, April 2018
MARKET FACTORS
Labor market is tightening
Figure 7: Unemployment and underemployment, January 2007-June 2018
iGens are coming of age
Figure 8: Population by generation, 2013-23
Figure 9: Breakfast attitudes/behaviors, by age-April 2018
Is breakfast no longer a priority?
Figure 10: Importance of breakfast among restaurant goers, any agree, Winter 2013-18
Figure 11: Breakfast attitudes/behaviors – Tone, by age, April 2018
Mealtimes are shifting to snack times
Figure 12: Breakfast/Brunch diners’ breakfast attitudes/behaviors – Habits, April 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW
Restaurants are investing in breakfast and brunch menus
Delivery partnerships expand restaurants’ reach
Brunch menus offer up more than pancakes
WHAT’S WORKING?
Mainstream chains capitalize on popularity of breakfast
Figure 13: IHOb Twitter discussion, June 2018
Figure 14: IHOP Cowboy BBQ Burger social media analysis
The definition of breakfast and brunch is expanding
Figure 15: Healthy breakfast for breakfast/brunch diners, April 2018
WHAT’S STRUGGLING?
Subway takes a step back on breakfast
Starbucks to close 150 stores
WHAT’S NEXT?
Egg offerings diversify to meet shifting customer needs
Breakfast delivery enables catering
Large format cocktails for brunch
BREAKFAST AND BRUNCH RESTAURANTS TO WATCH
Limited-service restaurants
Full-service restaurants
THE CONSUMER – WHAT YOU NEED TO KNOW
Weekday versus weekend preferences diverge
Consumers are looking for variety
Health, convenience are most important attributes
Coffee is an important opportunity
BREAKFAST/BRUNCH RESTAURANT VISITATION
More than half of consumers have dined out for breakfast/brunch
Figure 16: Restaurant breakfast/brunch visitation, April 2018
Men are more likely than women to eat foodservice breakfast
Figure 17: Restaurant breakfast/brunch visitation, by gender, April 2018
Dads are a key demographic for breakfast/brunch foodservice
Figure 18: Restaurant breakfast/brunch visitation, by parental status and gender, April 2018
Dining out for breakfast and brunch is popular for Hispanics
Figure 19: Restaurant breakfast/brunch visitation, by race and Hispanic origin, April 2018
Upper-middle-income earners are most likely to dine out for breakfast
Figure 20: Restaurant breakfast/brunch visitation, by household income, April 2018
RESTAURANT VISITATION BY RESTAURANT TYPE
Breakfast diners prefer FSR locations
Figure 21: Breakfast/brunch restaurant visitation– Any visitation, April 2018
QSR visitation high on weekdays, while FSR visitation high on weekends
Figure 22: Breakfast/brunch restaurant visitation, by restaurant type and day of week, April 2018
Men remain top QSR consumers
Figure 23: Breakfast/brunch QSR visitation, by age and gender, April 2018
Weekday breakfasts are more consistent
Figure 24: Breakfast/brunch diners’ attitudes/behaviors, by age – April 2018
BREAKFAST AND BRUNCH FOODS ORDERED
Restaurant type is a key factor for breakfast/brunch food ordered
Figure 25: Type of breakfast/brunch foods ordered, by restaurant type, April 2018
Toast represents an opportunity for counter-service restaurants
Figure 26: Avocado Toast
Consumers are interested in variety on menus
Figure 27: Breakfast/brunch diners’ attitudes/behaviors, by age, April 2018
Further analysis: Dish consumption – Repertoire analysis
Figure 28: Repertoire analysis of type of breakfast/brunch foods ordered, April 2018
Parents more interested in multiple types of breakfast foods and beverages
Figure 29: Repertoire of breakfast food types of interest, by parental status and number of children in household, April 2018
BREAKFAST AND BRUNCH ATTRIBUTES
Breakfast eaters are interested in health and convenience
Figure 30: Breakfast attributes, April 2018
Income factors into breakfast preferences
Figure 31: Breakfast attributes, by household income, April 2018
What healthy means to breakfast/brunch diners
Figure 32: Attributes of a healthy breakfast for breakfast/brunch diners, April 2018
Women more interested in healthy breakfasts than men
Figure 33: Breakfast attributes, by gender, April 2018
Younger generations are more interested in indulging for breakfast and brunch
Figure 34: Breakfast attributes, by generation, April 2018
Eating in-transit is an opportunity for operators
Figure 35: Source of breakfast eaten in-transit, April 2018
Figure 36: Breakfast attitudes/behaviors, by age, April 2018
Messaging related to productivity may resonate
Figure 37: Breakfast attributes, by breakfast/brunch diners and gender, April 2018
BREAKFAST/BRUNCH IMPORTANT FACTORS
Figure 38: Breakfast and brunch important factors, April 2018
iGen not as likely to prioritize premium or light menu items
Figure 39: Breakfast/brunch important factors, by generation, April 2018
Light options are of greater interest to older women
Figure 40: Breakfast/brunch important factors, by age and gender, April 2018
Breakfast combos invoke positive sentiment
Figure 41: Breakfast Combination Plate
TURF analysis
Figure 42: TURF analysis – Factors, April 2018
BEVERAGE INTERESTS
Coffee and functional juices are key opportunities for operators
Figure 43: Breakfast/Brunch beverages of interest, April 2018
Young men prioritize coffee quality
Figure 44: Breakfast/brunch attitudes, by gender and age, April 2018
Parents are interested in premium coffee options
Figure 45: Breakfast/brunch beverages of interest – Coffee, April 2018
Cold coffee drinks offer incremental sales boost in afternoon hours
Figure 46: Breakfast/brunch beverages of interest –Cold-brew coffee, by generation, April 2018
Figure 47: Starbucks’ August 2018 Happy Hour Promotion
iGens are interested in wellness shots
Figure 48: Breakfast/brunch beverages of interest – Wellness shots, by generation, April 2018
Hispanics are interested in a variety of beverages
Figure 49: Breakfast/brunch beverages of interest, by Hispanic origin, April 2018
BRUNCH MOTIVATORS
Brunch is a time to treat yourself
Figure 50: Brunch motivators, April 2018
Brunch cocktails appeal to young and middle-aged women
Figure 51: Bruch motivators, by age and gender
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Terms
APPENDIX – THE CONSUMER
TURF Methodology
Figure 52: Table – TURF analysis – Factors, April 2018

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *