Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Restaurant sales and consumer sentiment see boosts
- BFY, LTO, and techno drive breakfast trends
- Competition comes from CPG and nontraditional outlets
- Trends are seen across the segments
- Television, internet, and social media band together for advertising efforts
- Breakfast usage
- Restaurant breakfast spending trends
- Restaurant selection factors for breakfast
- Menu items ordered for breakfast
- Attitudes toward restaurant breakfasts
Insights and Opportunities
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- Key points
- Setting the stage with a healthy breakfast
- Kids’ meals
- There’s an “app” for that
- Using LTOs to enhance menu staples
- Humane sourcing of ingredients
Inspire Insights
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- Trend—Premiumization and Indulgence
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- Figure 1: Restaurant selection criteria on the weekend, by household income, October 2010
- Consider this
- Bottom line
Market Size and Forecast
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- Key points
- Breakfast sales rebounding
- Sales and forecast of breakfast at restaurants
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- Figure 2: U.S. breakfast restaurant sales, at current prices, 2005-15
- Figure 3: U.S. breakfast restaurant sales, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 4: U.S. breakfast restaurant sales, fan forecast, 2005-15
Competitive Context
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- Key points
- CPG breakfasts hold the convenience and health trump cards
- Breakfast out from nontraditional sources
Market Drivers
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- Key points
- Economic factors
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- Figure 5: Adjusted foodservice and drinking place sales, January 2008-December 2010
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- Figure 6: Unemployment and underemployment rates, January 2007-January 2011
- Figure 7: U.S. real disposable personal income growth, January 2007-October 2010
- Attitudes and behaviors
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- Figure 8: NRA Performance Indices, January 2009-December 2010
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- Figure 9: University of Michigan Consumer Sentiment Index, March 2007-January 2011
- Demographic factors
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- Figure 10: Population, by age, 2006-16
Restaurant Analysis: Quick Service
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- Key points
- QSR: An overview
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- Figure 11: Average number times visited fast food restaurant, summer 2010
- Figure 12: Who breakfast diners eat with at fast food restaurants, summer 2010
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- Figure 13: Fast food restaurants most visited, summer 2010
- Figure 14: Top 10 breakfast items on the QSR menu, by incidence, Q3 2007-Q3 2010
Restaurant Analysis: Fast Casual
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- Key points
- Fast casual: An overview
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- Figure 15: Fast casual chains visited by those who eat breakfast, summer 2010
- Figure 16: Top 10 breakfast items on the menu, by incidence, Q3 2007-Q3 2010
Restaurant Analysis: Family Midscale
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- Key points
- Family midscale: An overview
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- Figure 17: Average number of visits to family midscale restaurants, summer 2010
- Figure 18: Who breakfast diners eat with at family midscale restaurants, summer 2010
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- Figure 19: Family midscale restaurants most visited, summer 2010
- Figure 20: Top 10 breakfast items on the family/midscale menu, by incidence, Q3 2007-Q3 2010
Restaurant Analysis: Beverage
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- Key points
- Beverage: An overview
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- Figure 21: Beverage restaurants visited, Summer 2010
Marketing Strategies
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- Key points
- Television ads
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- Figure 22: Burger King television ad, 2010
- Figure 23: Burger King television ad, 2010
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- Figure 24: Caribou television ad, 2010
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- Figure 25: Denny’s television ad, 2010
- Figure 26: Denny’s television ad, 2010
- Websites
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- Figure 27: BK.com monthly visitors, May 2010-November 2010
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- Figure 28: Au Bon Pain’s monthly visitors, May 2010-November 2010
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- Figure 29: Denny’s monthly visitors, May 2010-November 2010
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- Figure 30: Denny’s monthly visitors, May 2010-November 2010
- Social media
- Burger King
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- Figure 31: Burger King Twitter page, January 2011
- Caribou Coffee
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- Figure 32: Caribou’s Facebook page, January 2011
- Au Bon Pain
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- Figure 33: Au Bon Pain Facebook page, January 2011
- Denny’s
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- Figure 34: Denny’s Facebook Page, January 2011
Menu Insights Analysis: The Breakfast Menu
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- Key points
- Overview
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- Figure 35: Breakfast items on the menu, by incidence and restaurant segment, Q3 2007-Q3 2010
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- Figure 36: Breakfast items on the menu, by incidence, price, and restaurant segment, Q3 2007-Q3 2010
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- Figure 37: Top 10 breakfast items on the menu, by incidence, Q3 2007-Q3 2010
- Figure 38: Top 10 breakfast items on the menu, by incidence and price, Q3 2007-Q3 2010
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- Figure 39: Top 10 breakfast ingredients on the menu, by incidence, Q3 2007-Q3 2010
Breakfast Usage
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- Key points
- Restaurant segment usage
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- Figure 40: Types of restaurant used for breakfast, October 2010
- Figure 41: Types of restaurant used for breakfast on weekdays or weekends, October 2010
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- Figure 42: Types of restaurant used for breakfast on weekdays, by age, October 2010
- Figure 43: Types of restaurant used for breakfast on weekdays, by presence of children, October 2010
- Use on weekends
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- Figure 44: Types of restaurant used for breakfast on weekends, by household income, October 2010
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- Figure 45: Types of restaurant used for breakfast on weekends, by presence of children, October 2010
Restaurant Breakfast Spending Trends
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- Key points
- Weekday spending
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- Figure 46: Restaurant breakfast spending habits on weekdays and weekends, October 2010
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- Figure 47: Restaurant breakfast weekday spending habits, by gender, October 2010
- Figure 48: Restaurant breakfast weekday spending habits, by household income, October 2010
- Weekends
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- Figure 49: Restaurant breakfast weekend spending habits, by gender, October 2010
- Figure 50: Restaurant breakfast weekend spending habits, by gender, October 2010
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- Figure 51: Breakfast spending mean at restaurants, weekday versus weekend, October 2010
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- Figure 52: Breakfast spending at restaurants, weekday versus weekend, October 2010
- Figure 53: Breakfast weekday spending at restaurants, by age, October 2010
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- Figure 54: Breakfast weekday spending at restaurants, by household income, October 2010
- Weekend
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- Figure 55: Breakfast weekend spending at restaurants, by gender, October 2010
- Figure 56: Breakfast weekend spending at restaurants, by household income, October 2010
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- Figure 57: Change in breakfast spending next year, October 2010
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- Figure 58: Change in breakfast spending next year, by household income, October 2010
Restaurant Selection Factors for Breakfast
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- Key points
- Cost continues to be top-of-mind
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- Figure 59: Restaurant selection criteria on weekdays and on the weekend, November 2009 and October 2010
- Figure 60: Restaurant selection criteria on weekdays and on the weekend, October 2010
- Weekdays
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- Figure 61: Restaurant selection criteria on weekdays, by age, October 2010
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- Figure 62: Restaurant selection criteria on weekdays, by household income, October 2010
- Weekend
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- Figure 63: Restaurant selection criteria on the weekend, by age, October 2010
- Figure 64: Restaurant selection criteria on the weekend, by household income, October 2010
Menu Items Ordered For Breakfast
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- Key points
- Coffee a constant
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- Figure 65: Breakfast menu selections on weekdays and on the weekend, October 2010
- Weekdays
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- Figure 66: Breakfast menu selections on weekdays, by age, October 2010
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- Figure 67: Breakfast menu selections on weekdays, by race/ethnicity, October 2010
- Weekend
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- Figure 68: Breakfast menu selections on the weekend, by gender, October 2010
Attitudes Toward Restaurant Breakfasts
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- Key points
- Rallying cry for healthy breakfast continues
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- Figure 69: Attitudes toward restaurant breakfasts, October 2010
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- Figure 70: Attitudes toward restaurant breakfasts, by gender, October 2010
Kids Breakfast at Restaurant Usage
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- Figure 71: Kids aged 6-11 use of fast food and family restaurants, April 2009-June 2010
- Figure 72: Fast food usage by eating occasion among kids aged 6-11, by race/Hispanic origin, April 2009-June 2010
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- Figure 73: Top fast food chains visited by children aged 6-11, April 2009-June 2010
- Figure 74: Top family restaurants that serve breakfast visited by children aged 6-11, April 2009-June 2010
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- Figure 75: Teens aged 12-17 visits to fast food restaurants, by dining partners, April 2009-June 2010
- Figure 76: top fast food chains most visited by teens aged 12-17, April 2009-June 2010
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- Figure 77: Teens aged 12-17 visits to family restaurants, by dining partners, April 2009-June 2010
- Figure 78: Top family style restaurant chains most visited by teens aged 12-17, April 2009-June 2010
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Cluster Analysis
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- Frequents
- Demographics
- Characteristics
- Opportunity
- Relaxers
- Demographics
- Characteristics
- Opportunity
- Thrifties
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 79: Breakfast trends clusters, December 2010
- Figure 80: Restaurant selection criteria, by breakfast trends clusters, December 2010
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- Figure 81: Types of restaurant used for breakfast, by breakfast trends clusters, December 2010
- Figure 82: Attitudes toward restaurant breakfast, by breakfast trends clusters, December 2010
- Cluster demographics
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- Figure 83: Breakfast trends clusters, by gender, December 2010
- Figure 84: Breakfast trends clusters, by age group, December 2010
- Figure 85: Breakfast trends clusters, by household income, December 2010
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- Figure 86: Breakfast trends clusters, by race, December 2010
- Figure 87: Breakfast trends clusters, by Hispanic origin, December 2010
- Cluster methodology
Custom Consumer Tables: Light, Medium, and Heavy Usage
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- Usage frequency
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- Figure 88: Usage frequency, October 2010
- Restaurant selection factors for breakfast
- Weekdays
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- Figure 89: Restaurant selection criteria on weekdays, by frequency of use, October 2010
- Weekends
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- Figure 90: Restaurant selection criteria on the weekend, by frequency of use, October 2010
- Menu items ordered for breakfast
- Weekdays
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- Figure 91: Breakfast menu selections on weekdays and on the weekend, by frequency of use, October 2010
- Weekends
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- Figure 92: Breakfast menu selections on the weekend, by frequency of use, October 2010
- Restaurant breakfast spending trends
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- Figure 93: Restaurant breakfast spending habits on weekdays, by frequency of use, October 2010
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- Figure 94: Breakfast spending mean at restaurants, weekday versus weekend, October 2010
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- Figure 95: Change in breakfast spending next year, by frequency of use, October 2010
- Attitudes toward restaurant breakfasts
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- Figure 96: Attitudes toward restaurant breakfasts, by frequency of use, October 2010
Appendix: Trade Associations
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