Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Highlights
- A growing market
- Burritos, gourmet coffee, and big sandwiches
- McDonald’s, Starbucks, BK, Dunkin’ lead industry
- Operators selling humor
- Only a minority eat LSR breakfast
- Age-based trends
- Looking for something new
- Role of kids and gender
- Trends by race/ethnicity
- Promotions and discounts effective with minority of minorities
- Residential expansion and LSR breakfast expansion
- Competition to increase
- The X factor: the budding war on obesity
Market Drivers
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- Overview
- Time deprivation/convenience
- Commute times growing
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- Figure 1: Commutes times in the U.S., 1990 and 2000
- Employment
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- Figure 2: Size of the U.S. workforce, 2000-05
- Competition from convenience stores
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- Figure 3: Number of convenience stores, 2000-05
- Single-serve cereal aims to be car-friendly
- Competition from breakfast bars—the ultimate convenience food
- Differences by race/ethnicity
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- Figure 4: U.S. population, by race/ethnicity, 2001-11
- Differences by age
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- Figure 5: Growth of the U.S. population, by age, 2001-11
Market Size and Trends
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- Market size
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- Figure 6: Total U.S. retail sales of LSR breakfast, at current and constant prices, 2001-06
- Beyond the bun: burritos, bagels, croissants, and biscuits
- Enormous sandwiches
- Coffee, fast casual, QSR segments blurring
- Breakfast all day long
- Premium breakfast
Market Segmentation
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- Overview
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- Figure 7: U.S. sales of limited-service breakfast, segmented by type, 2004 and 2006
- Standard LSRs
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- Figure 8: Total U.S. retail sales of LSR breakfast, at current and constant prices, 2001-06
- Employer and school cafeterias
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- Figure 9: Total U.S. sales of breakfast at employee and school cafeterias,
Market Overview
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- Figure 10: Perceived advantages and disadvantages of segment leaders serving breakfast*
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- Figure 11: Selected breakfast menu additions, 2006-07
- Companies and brands
- McDonald’s
- Starbucks
- Burger King
- Dunkin' Donuts
- Quiznos
- Sonic
- Jack in the Box
- Hardee’s/Carl’s Jr./CKE Restaurants
- Panera Bread
- Del Taco
- Einstein Bros. Bagels (New World Restaurant Group)
- Chick-fil-A
- New entrants en route to market
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Advertising and Promotion
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- Introduction
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- Figure 12: Restaurant ad spending in the U.S., 2004 and 2005
- McDonald’s
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- Figure 13: Advertisement: McDonald’s #1
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- Figure 14: Advertisement: McDonald’s #2
- Burger King
- Chick-fil-A
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- Figure 15: Advertisement: Chick-fil-A
- Dunkin’ Donuts
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- Figure 16: Advertisement: Dunkin’ Donuts
- Panera Bread
- Einstein Bros. Bagels
- Sonic
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- Figure 17: Advertisement: Sonic
The Consumer
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- Introduction
- Summary
- The frequent user
- Eating breakfast out
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- Figure 18: Use of restaurants for breakfast, by gender, age and household income, May 2005-June 2006
- Party composition
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- Figure 19: Party composition, by age, May 2005-June 2006
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- Figure 20: Party composition, by gender, May 2005-June 2006
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- Figure 21: Party composition, by household income, May 2005-June 2006
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- Figure 22: Party composition, by marital status, May 2005-June 2006
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- Figure 23: Party composition, by parental status, May 2005-June 2006
- Frequency of eating breakfast out
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- Figure 24: Frequency of eating breakfast out, by gender, age, and household income, November 2006
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- Figure 25: Frequency of eating breakfast out, by household size and employment, November 2006
- Weekday breakfast restaurant patronage
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- Figure 26: Weekday breakfast dining out, frequency by location, by age, November 2006
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- Figure 27: Chart: Weekday breakfast dining out, frequency by location, by age, November 2006
- Weekday breakfasts: other demographics
- Weekday breakfasts: 18-34s examined by race/ethnicity and gender
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- Figure 28: Weekday breakfast dining out, frequency by location, by age, gender, and race/ethnicity, November 2006
- Weekend breakfast restaurant patronage
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- Figure 29: Weekend breakfast dining out, frequency by location, by age, November 2006
- Weekend breakfasts: other demographics
- Menu choices
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- Figure 30: Breakfast food preferences, by age, November 2006
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- Figure 31: Chart: Breakfast food preferences, by age, November 2006
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- Figure 32: Breakfast food preferences, by household income, November 2006
- Beverages frequently or always ordered
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- Figure 33: Breakfast beverage preferences, by age, November 2006
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- Figure 34: Chart: Breakfast beverage preferences, by age, November 2006
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- Figure 35: Breakfast beverage preferences, by household income, November 2006
- Restaurant loyalty
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- Figure 36: Breakfast restaurant loyalty, by age, November 2006
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- Figure 37: Breakfast restaurant loyalty, by household income, November 2006
- Breakfast time management
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- Figure 38: Breakfast time management, by age, November 2006
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- Figure 39: Breakfast time management, by age, November 2006
- Attitudes towards health and family and eating breakfast out
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- Figure 40: Opinions toward breakfast and health or family, by age, November 2006
- Attitudes towards eating breakfast out
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- Figure 41: General attitudes toward breakfast, by age, November 2006
- Exotic breakfast choices
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- Figure 42: Breakfast food choices, by age, November 2006
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- Figure 43: Breakfast food choices, by age, November 2006
- Nutritional concerns
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- Figure 44: Breakfast nutritional concerns, by age, November 2006
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- Figure 45: Graph: Breakfast nutritional concerns, by age, November 2006
- Breakfast restaurant selection criteria
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- Figure 46: Breakfast restaurant selection criteria, by age, November 2006
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- Figure 47: Breakfast restaurant selection criteria, by age, November 2006
- Minority racial and ethnic groups
- Penetration and frequency for eating breakfast out
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- Figure 48: Use of restaurants for breakfast, by race/ethnicity, May 2005-June 2006
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- Figure 49: Frequency of eating breakfast out, by race/ethnicity, November 2006
- Party composition
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- Figure 50: Party composition, by race/ethnicity, May 2005-June 2006
- Menu and restaurant selection
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- Figure 51: Menu selection, by race/ethnicity, November 2006
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- Figure 52: Beverage selection, by race/ethnicity, November 2006
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- Figure 53: Restaurant loyalty, by race/ethnicity, November 2006
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- Figure 54: Breakfast time management and activities, by race/ethnicity, November 2006
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- Figure 55: Opinions about healthy breakfasts and family outings, by race/ethnicity, November 2006
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- Figure 56: General attitudes toward breakfast, by race/ethnicity, November 2006
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- Figure 57: Exotic breakfast choices, by race/ethnicity, November 2006
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- Figure 58: Breakfast nutrition concerns, by race/ethnicity, November 2006
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- Figure 59: Breakfast restaurant selection criteria, by race/ethnicity, November 2006
Future and Forecast
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- Future trends
- The war on obesity
- Overview
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- Figure 60: Prevalence of overweight and obesity among U.S. adults, 1976-2002
- Litigation raises public awareness
- What consumers say they want…
- …may not be what they will eat…
- …and could result in reduced sales
- More fruit
- Incremental movement toward healthier offerings
- Continued expansion of Hispanic-flavored breakfasts
- Order ahead for fast casual
- A crowded marketplace
- Standing out in a crowd
- Breakfast deliveries to home and work
- Tea: the next coffee?
- Market forecast
- Limited-service breakfast
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- Figure 61: Forecast of total U.S. sales of limited-service breakfast, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
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