Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- Breakfast restaurant trends subject to demographic population shifts
- A closer look at limited-service breakfast
- A closer look at full-service breakfast
- Family restaurants account for largest share of breakfast menu items
- Increasing number of breakfast menu items available
- Fresh is a leading descriptor of breakfast menu items
- Participation for breakfast at restaurants is solid
- Frequency of breakfast restaurant usage is modest
- Weekday breakfast usage edges out weekend use
- Breakfast restaurant users spend less on weekdays
- Coffee is the most commonly ordered breakfast menu item
- Restaurant selection driven by quality attributes
- Breakfast restaurant users show more interest in savory than sweet items
Insights and Opportunities
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- Overview
- The call for healthy breakfast
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- Figure 1: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
- Breakfast menu opportunity to meet healthy calorie range
- Limited-service breakfast opportunity for BFY menu items
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- Figure 2: Subway’s TV ad, Broken Barrier, January 2012
- All-day breakfast
Inspire Insights
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- Trend: “Extend My Brand”
- Trend: “Mood to Order”
Market Size
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- Key points
- Uptick in breakfast restaurant sales
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- Figure 3: Breakfast restaurant sales*, at current prices, 2006-16
- Figure 4: Breakfast restaurant sales*, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 5: Fan chart of market value for breakfast restaurant sales, at current prices, 2006-16
- Figure 6: Best and worst case forecast for breakfast restaurant sales, at current prices, 2011-16
Competitive Context
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- Overview
- Recession fuels at-home dining trend
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- Figure 7: Incidence of cooking more at home to save money and improve nutrition, May 2011
- Packaged food makes for convenient and economical at-home breakfast
Market Drivers
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- Economic uncertainty impacts use and innovation in beverages
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- Figure 8: Real personal disposable income, January 2007-October 2011
- Figure 9: Median household income in inflation-adjusted dollars, 2000-10
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- Figure 10: Unemployment and underemployment rates, January 2007-December 2011
- Figure 11: Consumer Sentiment Index, March 2007–November 2011
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- Figure 12: NRA performance indices, January 2009-November 2011
- Figure 13: Adjusted foodservice and drinking places sales, January 2008-November 2011
- Young breakfast restaurant-goers are important to market
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- Figure 14: Types of restaurants used for breakfast, by age, November 2011
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- Figure 15: Attitudes toward breakfast, by age, April 2010-June 2011
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- Figure 16: Attitudes toward diet and health, by age, April 2010-June 2011
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- Figure 17: Population, by age, 2006-16
- Breakfast restaurant trends must oblige Hispanic consumers
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- Figure 18: Types of restaurants used for breakfast, by Hispanic origin, November 2011
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- Figure 19: Attitudes toward breakfast, by Hispanic origin, April 2010-June 2011
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- Figure 20: Attitudes toward diet and health, by Hispanic origin, April 2010-June 2011
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- Figure 21: Population, by Hispanic origin, 2006-16
- The impact of the family consumer unit on restaurant sales
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- Figure 22: Types of restaurants used for breakfast, by presence of children in household, November 2011
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- Figure 23: Households, by presence of children, 2001-11
- Figure 24: Average annual expenditures for food away from home, all consumer units vs. parents, 2005-09
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- Figure 25: Frequency of visit to favorite restaurants, April 2010-June 2011
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- Figure 26: Reason why the restaurant is favorite, April 2010-June 2011
Restaurant Analysis—Limited-Service Breakfast
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- Key points
- Fast food drives breakfast usage of limited-service restaurants
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- Figure 27: Who fast food breakfast users dine with, by gender, April 2010-June 2011
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- Figure 28: Types of limited-service restaurants used for breakfast, November 2011
- QSR breakfast
- Value meals, dollar menus, and snack-size breakfast items expected at fast food
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- Figure 29: Interest in breakfast menu items or breakfast attributes, by fast food users, November 2011
- Coffeehouse/donut shop breakfast users seeking gourmet coffee and sweet breakfast
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- Figure 30: Interest in breakfast menu items or breakfast attributes, by coffeehouse/donut shop users, November 2011
- Fast casual breakfast
- Fast casual breakfast users looking for premium beverages and unusual breakfasts
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- Figure 31: Interest in breakfast menu items or breakfast attributes, by fast casual users, November 2011
Restaurant Analysis—Full-Service Breakfast
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- Key points
- Full-service breakfast is a social affair
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- Figure 32: Who full-service breakfast users dine with, by age, April 2010-June 2011
- Full-service breakfast offers an abundance of choice
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- Figure 33: Restaurant type by breakfast menu items, Q3 2009-Q3 2011
- Savory breakfast items in demand, but price is still important
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- Figure 34: Full-service restaurant users interest in breakfast menu items or breakfast attributes, November 2011
Menu Insights Analysis—Restaurant Segment Menus
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- Key points
- Fastest growth in breakfast menus by nontraditional breakfast segments
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- Figure 35: Restaurant segment breakfast menu items, by incidence, Q3 2009-Q3 2011
- Casual dining breakfast participation is nearly nonexistent
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- Figure 36: Restaurant segment breakfast menu items, by distinct number of restaurants, Q3 2009-Q3 2011
- Fine and casual dining dropping breakfast prices, while fast casual raises price
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- Figure 37: Restaurant segment breakfast menu items, by average price, Q3 2009-Q3 2011
- Despite mandates for menu transparency, calorie counts for breakfast are high
Menu Insights Analysis—Top Menu Items
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- Key points
- The breakfast sandwich is king
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- Figure 38: Top 10 breakfast menu items, by incidence, Q3 2009-Q3 2011
- Price
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- Figure 39: Top 10 breakfast menu items, by average price, Q3 2009-Q3 2011
Menu Insights Analysis—Ingredient Claim
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- Key points
- Freshness is integral to breakfast menu
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- Figure 40: Top 10 ingredient marketing claims on breakfast menus, by incidence, Q3 2009-Q3 2011
- Highest price increases for menu items described as “golden”
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- Figure 41: Top 10 ingredient marketing claims on breakfast menus, by average price, Q3 2009-Q3 2011
- Nutritional claims are underutilized on breakfast menu
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- Figure 42: Top 10 ingredient nutritional claims on breakfast menus, by incidence, Q3 2009-Q3 2011
Marketing Strategies
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- Overview
- Television ads
- Full-service breakfast marketing strategies
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- Figure 43: Bob Evans TV ad, Morning Rush, November-December 2011
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- Figure 44: Denny’s TV ad, Time for Anything, May 2011
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- Figure 45: Golden Corral TV ad, Dawn, August 2011
- Figure 46: IHOP TV ad, We Know You Know, January-March 2011
- Limited-service breakfast marketing strategies
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- Figure 47: McDonald’s TV ad, A Premium Twist, January 2012
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- Figure 48: Taco Cabana TV ad, Lovingly Prepared Breakfast, August-September 2011
- Digital marketing
- Dunkin’ Donuts—Integrated marketing strategy
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- Figure 49: Dunkindonuts.com home page, January 2012
- Social media
- Email alerts
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- Figure 50: IHOP email alerts, January 2012
Breakfast Restaurant Usage
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- Key points
- Limited-service restaurants best full-service restaurant in breakfast usage
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- Figure 51: Types of restaurants used for breakfast, November 2011
- Young age groups more likely to use restaurants for breakfast
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- Figure 52: Types of restaurants used for breakfast, by age, November 2011
- Larger families are strong breakfast restaurant users
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- Figure 53: Types of restaurants used for breakfast, by presence of children in household, November 2011
Breakfast Restaurant Usage—Procurement Method
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- Key points
- Dining in for breakfast more popular than take out
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- Figure 54: Restaurant breakfast procurement method, November 2011
- Usage of takeout decreases with age
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- Figure 55: Restaurant breakfast procurement method, by age, November 2011
- Larger families are more likely to dine in for breakfast
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- Figure 56: Restaurant breakfast procurement method, by presence of children in household, November 2011
- Take out supports limited-service usage, while dining in drives full-service breakfast
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- Figure 57: Types of restaurants used for breakfast, by procurement method, November 2011
Frequency of Breakfast Restaurant Usage
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- Key points
- Weekly visits to restaurants for breakfast
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- Figure 58: Frequency of breakfast restaurant usage, November 2011
- Men emerge as high-frequency breakfast restaurant users
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- Figure 59: Frequency of breakfast restaurant usage, by gender, November 2011
- Younger age groups show above-average frequency of use for breakfast
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- Figure 60: Frequency of breakfast restaurant usage, by gender, November 2011
When Consumers Order Breakfast
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- Key points
- Breakfast restaurant usage higher on weekdays
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- Figure 61: Time of day breakfast is ordered at restaurants on weekdays and weekends, November 2011
- Weekday breakfast restaurant usage
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- Figure 62: Time of day breakfast is ordered on weekdays, by age, November 2011
- Weekday breakfast ordered to go
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- Figure 63: Time of day breakfast is ordered on weekdays, by procurement method, November 2011
- Weekend breakfast restaurant usage
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- Figure 64: Time of day breakfast is ordered on weekends, by age, November 2011
- Equal usage of dining in and take out for weekend breakfasts
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- Figure 65: Time of day breakfast is ordered on weekends, by procurement method, November 2011
Restaurant Breakfast Spending
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- Key points
- Average breakfast spending is higher on weekends
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- Figure 66: Breakfast spending on weekdays and weekends, November 2011
- Breakfast spending on weekdays
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- Figure 67: Breakfast spending on weekdays, by gender, November 2011
- Highest weekday breakfast spending occurs within the 25-34 age group
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- Figure 68: Breakfast spending on weekdays, by age, November 2011
- Breakfast spending on weekends
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- Figure 69: Breakfast spending on weekends, by gender, November 2011
- Restaurant-goers aged 25-44 yield highest average spend for weekend breakfast
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- Figure 70: Breakfast spending on weekends, by age, November 2011
Menu Items Ordered for Breakfast
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- Key points
- Coffee tops the list of menu items ordered for breakfast
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- Figure 71: Menu items ordered for breakfast on weekdays and weekends, November 2011
- Men order breakfast meats
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- Figure 72: Menu items ordered for breakfast, by gender, November 2011
- Young breakfast restaurant users order all types of breakfast dishes
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- Figure 73: Menu items ordered for breakfast, by age, November 2011
- Lower incomes turn to satisfying dishes
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- Figure 74: Menu items ordered for breakfast, by household income, November 2011
- Large families order a balance of healthy and hearty breakfast items
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- Figure 75: Menu items ordered for breakfast, by presence of children in household, November 2011
Restaurant Selection Factors for Breakfast
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- Key points
- Fresh, quality food drives decision in where to dine
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- Figure 76: Restaurant selection factors for breakfast, November 2011
- Men look for restaurants with early morning breakfasts
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- Figure 77: Restaurant selection factors for breakfast, by gender, November 2011
- Restaurant selection by young respondents less influenced by most attributes
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- Figure 78: Restaurant selection factors for breakfast, by age, November 2011
- Large families’ restaurant choice is influenced by healthy food and friendly staff
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- Figure 79: Restaurant selection factors for breakfast, by presence of children in household, November 2011
- Menu variety and atmosphere important for full-service, while portable items drive limited-service restaurant choice
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- Figure 80: Restaurant selection factors for breakfast, by types of restaurants used for breakfast, November 2011
Consumer Interests for Breakfast
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- Key points
- Savory breakfast garners most interest from breakfast restaurant users
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- Figure 81: Interest in breakfast menu items or attributes, November 2011
- Women looking for healthy breakfasts as well as sweet or snack-size offerings
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- Figure 82: Interest in breakfast menu items or attributes, by gender, November 2011
- Menu interests vary by age
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- Figure 83: Interest in breakfast menu items or attributes, by age, November 2011
- Families need more kids’ breakfast items
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- Figure 84: Interest in breakfast menu items or attributes, by presence of children in household, November 2011
- Dollar menus and portable breakfast items popular for take out ordering
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- Figure 85: Interest in breakfast menu items or attributes, by types of restaurants used for breakfast, November 2011
Impact of Race/Hispanic Origin
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- Key points
- Hispanics are more likely breakfast restaurant users
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- Figure 86: Types of restaurants used for breakfast, by race/Hispanic origin, November 2011
- White respondents least likely to eat breakfast off-premise
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- Figure 87: Restaurant breakfast procurement method, by race/Hispanic origin, November 2011
- Black restaurant-goers are high frequency breakfast users
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- Figure 88: Frequency of breakfast restaurant usage, by race/Hispanic origin, November 2011
- Hispanics spend more for restaurant breakfast
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- Figure 89: Breakfast spending on weekdays, by Hispanic origin, November 2011
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- Figure 90: Breakfast spending on weekends, by Hispanic origin, November 2011
- Hispanics seek out relaxing, comfortable restaurants for breakfast
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- Figure 91: Restaurant selection factors for breakfast, by race/Hispanic origin, November 2011
- Hispanics interested in breakfast value meals, kids’ meals, and beverage menu items
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- Figure 92: Interest in breakfast menu items or attributes, by Hispanic origin, November 2011
Appendix—Trade Associations
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