Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data collection
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Highlights
- Health trends and the rise of ethnic foods
- Family/midscale chains specialize in FSR breakfasts
- Who’s eating FSR breakfast away from home
- Breakfast behavior and preferences
- Black and Hispanic diners
- Long-term difficulties on the horizon
- Silver linings on future clouds
Market Drivers
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- Disposable income
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- Figure 1: Consumer expenditure on total food and food away from home as percentage of disposable income, 1985-2004
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- Figure 2: What one change would increase the number of times you eat at restaurants, 2005
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- Figure 3: Opinions toward budgeting for breakfast, by age, November 2006
- Figure 4: Distribution of households, by income, 1999 and 2005
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- Figure 5: Change in number of households per income bracket, 1999-2005
- Factors decreasing personal income
- Dining out is a treat
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- Figure 6: Reasons for dining out, November 2005
- Celebrations
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- Figure 7: Opinions toward breakfast and brunch, by race, November 2006
- It’s a family affair
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- Figure 8: Family dining for breakfast, by age, November 2006
- Novel and ethnic offerings
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- Figure 9: Incidence of enjoying foreign foods, 2001 vs. 2006
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- Figure 10: Attitudes to eating new food at breakfast, November 2006
- Medical research encourages eating a healthy breakfast
- Demographic change
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- Figure 11: Population by age, 2002-12
- Figure 12: Chart: Population by age groups, 2002-12
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- Figure 13: Households with children under age 18, 2000-05
- Figure 14: Population by race and Hispanic origin, 2002-12
Market Size and Trends
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- Market size
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- Figure 15: Total U.S. retail sales of FSR breakfast, at current and constant prices, 2001-06
- Market trends
- Mexican cuisine on breakfast menus
- Brew with flavor
- Healthy offerings
- Fresh from the bakery
Competition from Other Restaurant Segments
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- Introduction
- Repositioning the value offering of family/midscale restaurants
Market Overview
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- New product offerings
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- Figure 16: Selected breakfast menu additions, by named restaurant chain, 2006-07
- Advertising spend
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- Figure 17: Restaurant ad spending in the U.S., 2005
- Leading brands
- Denny’s
- Advertising and promotions
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- Figure 18: Denny’s advertisement (Restaurant Chain)
- Waffle House
- IHOP
- Bob Evans and Mimi’s Café
- Alternative marketing techniques
- Buffet Holdings (HomeTown Buffet, Old Country Buffet)
- Old Country Buffet advertising
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- Figure 19: Old Country Buffet advertising (Buffet Restaurant)
- Perkins Restaurant and Bakery
- Cracker Barrel Old Country Store
- Steak n Shake
- Golden Corral
- Big Boy
- Village Inn/Bakers Square
- Huddle House
- Shoney’s
- Country Kitchen
- Weekend brunch
- The Cheesecake Factory
- Chevy’s Fresh Mex
- O’Charley’s
- Copeland’s from New Orleans
- Marie Callender’s
The Consumer: Frequency of Patronage
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- Key Points
- Weekday breakfast restaurant patronage
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- Figure 20: Weekday breakfast dining out in the past month, frequency by location, by age, November 2006
- Weekday breakfasts: 18-34s examined by race/ethnicity and gender
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- Figure 21: Weekday breakfast dining out in the past month, frequency by location, by age, gender, and race/ethnicity, November 2006
- Weekend breakfast restaurant patronage
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- Figure 22: Weekend breakfast dining out in the past month, frequency by location, by age, November 2006
- Frequency of eating brunch
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- Figure 23: Frequency of eating brunch out in the past month, by age and household income, November 2006
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- Figure 24: Frequency of eating breakfast out in the past month, by household size and employment, November 2006
- The frequent user
- Per capita average monthly use of breakfast and brunch
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- Figure 25: Frequency of FSR breakfast dining, and proportion of visits to chains vs. independents, by five demographic groupings, November 2006
A Case for Healthier Menus
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- Health appeal drives sales for competing fast casual sector
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- Figure 26: Attitudes towards restaurants, by gender, June 2006
- Figure 27: Prevalence of overweight and obesity among U.S. adults, 1976-2002
- The difference between consumer claims and behavior
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- Figure 28: Opinions toward breakfast and brunch, by age, November 2006
- A consensus on what defines healthy food
- Moving beyond healthy to ethical dining
- Trended data supports increasing interest in healthy offerings
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- Figure 29: Consumer attitudes/opinions on breakfast foods, by year, March 2007
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- Figure 30: Opinions regarding food and dieting, by age, January-October 2006
- Gender
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- Figure 31: Opinions regarding food and dieting, by gender, January-October 2006
- Race
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- Figure 32: Opinions regarding food and dieting, by race, January-October 2006
- Income
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- Figure 33: Opinions regarding food and dieting, by income, January-October 2006
- Education
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- Figure 34: Opinions regarding food and dieting, by education, January-October 2006
- Presence of children
- Nutritional concerns
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- Figure 35: Breakfast and brunch nutrition, by age, November 2006
Breakfast Preferences
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- Key points
- Party composition
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- Figure 36: Party composition, by age, May 2005-June 2006
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- Figure 37: Party composition, by gender, May 2005-June 2006
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- Figure 38: Party composition, by marital status, May 2005-June 2006
- Menu choices
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- Figure 39: Breakfast and brunch food preferences, by age, November 2006
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- Figure 40: Breakfast and brunch food preferences, by income, November 2006
- Breakfast beverage choices
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- Figure 41: Breakfast beverage preferences, by age, November 2006
- How breakfast time is spent
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- Figure 42: Time spent eating breakfast and brunch, by age, November 2006
- Attitudes towards brunch
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- Figure 43: Opinions towards brunch, by age, November 2006
- New concepts in FSR breakfast
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- Figure 44: Special breakfast and brunch, by age, November 2006
- Restaurant loyalty
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- Figure 45: Breakfast restaurant loyalty, by age, November 2006
- Restaurant selection criteria
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- Figure 46: Important criteria for selecting where to have breakfast and brunch, by age, November 2006
Racial and Ethnic Groups
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- Introduction
- With whom breakfast is eaten, by race
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- Figure 47: Whom adults go to fast food/drive-in restaurants for breakfast with, by race, May 2005-June 2006
- Breakfast beverage choices, by race
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- Figure 48: Breakfast and brunch food preferences, by race, November 2006
- Breakfast food choices, by race
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- Figure 49: Breakfast and brunch food preferences, by race, November 2006
- Attitudes toward health and family when eating breakfast out, by race
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- Figure 50: Opinions toward breakfast and brunch, by race/ethnicity, November 2006
- Budgeting and eating breakfast out
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- Figure 51: Opinions toward budgeting for breakfast, by race, November 2006
- Attitudes towards brunch
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- Figure 52: Opinions towards brunch, by race/ethnicity, November 2006
- New concepts in FSR breakfast
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- Figure 53: Special breakfast and brunch, by age, November 2006
- Nutritional concerns
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- Figure 54: Breakfast and brunch nutrition, by race, November 2006
- Restaurant selection criteria
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- Figure 55: Important criteria for selecting where to have breakfast and brunch, by race, November 2006
- Teen breakfast out, by race/ethnicity
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- Figure 56: Teens (12-17) who go to FSRs for breakfast, by race/ethnicity, May 2005-June 2006
Future and Forecast
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- Future trends
- Boomers may favor casual chain brunches over midscale breakfasts
- Eliminating trans fats, and the search for healthier breakfast choices
- Internet access
- Pizza’s potential in the breakfast arena
- Boomers to popularize flexible work schedules
- Local control for chain restaurants
- Potential growth for brunch
- Market forecast
- Full-service restaurant breakfast
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- Figure 57: Forecast of U.S. sales of full-service restaurant breakfast, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
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