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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- The market
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- Figure 1: U.S. sales and fan chart forecast of the restaurant breakfast market, at current prices, 2007-17
- Market drivers
- Competitive context
- Menu analysis
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- Figure 2: Top 10 breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
- Figure 3: Top 10 preparation methods for breakfast items at limited service restaurants, by incidence, Q3 2009-12
- Consumer data
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- Figure 4: Usage deterrents for weekday restaurant breakfast, October 2012
- Consumer attitudes
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- Figure 5: Consumer attitudes toward weekday breakfast, October 2012
- What we think
Issues in the Market
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- What can restaurants do to increase sales?
- How can restaurants attract a weekday breakfast crowd?
- How can consumers’ on-the-go behavior be accommodated?
- How can restaurants address health needs for weekday breakfast?
Insights and Opportunities
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- Coffee programs
- Price and promotions
- Clean labeling
- Better-for-you options
- Better-for-you and better tasting items
- Nutritional claims
Innovators and Innovations
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- New menu items
- Portability and packaging
- Smoothie bowls
- New and atypical concepts adding breakfast
- Brunch and all-day breakfast
- The Hispanic consumer
Trend Applications
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- Trend: Perfecting the Details
- Trend: Creative Class
- Trend: 2015 Access Anything Anywhere
Market Size and Forecast
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- Key points
- Market size insight
- Sales and forecast of market
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- Figure 6: U.S. sales and forecast of the restaurant breakfast market, at current prices, 2007-17
- Figure 7: U.S. sales and forecast of the restaurant breakfast market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 8: U.S. sales and fan chart forecast of the restaurant breakfast market, at current prices, 2007-17
Market Drivers
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- Key points
- Disposable personal income declined but is stronger than 2011
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- Figure 9: Real disposable personal income, January 2007-October 2012
- Unemployment and underemployment decline slightly
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- Figure 10: Unemployment and underemployment rates, January 2007-November 2012
- Consumer sentiment has increased steadily since mid-summer
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- Figure 11: Consumer sentiment, January 2007-November 2012
- Calorie disclosure legislation
- Health concerns continue
- Cost and inflation of food items
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- Figure 12: Top 10 ingredients in breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
- Figure 13: Top 10 ingredients in breakfast menu items at limited service restaurants, by price, Q3 2009-12
Competitive Context
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- Eating at home
- Convenience stores
- Limited service restaurants
Featured Companies
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- Arby’s
- Bojangles’
- Burger King
- Chick-fil-A
- Del Taco
- Dunkin’ Donuts
- Einstein Bagels
- Honey Dew Donuts
- Jack In The Box
- Krystal
- McDonald’s
- Panera
- Quiznos
- Sonic Drive-In
- Subway
- Taco Bell
- White Castle
Marketing Strategies
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- Overview of the brand landscape
- Television ads
- Burger King
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- Figure 14: Burger King television ad, December 2011
- Carl’s Jr.
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- Figure 15: Carl’s Jr. Commercial, October 2012
- Dunkin’ Donuts
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- Figure 16: Dunkin’ Donuts television ad, December 2012
- McDonald’s
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- Figure 17: McDonald’s television ad, September 2012
- Subway
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- Figure 18: Subway television ad, January 2012
- Wendy’s
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- Figure 19: Wendy’s television ad, January 2012
- Social media
- Taco Bell
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- Figure 20: FirstMeal Ads, August 2012
- Sonic
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- Figure 21: Sonic YouTube video, August 2012
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- Figure 22: Sonic Twitter Feed, November 2012
- Figure 23: Sonic Facebook Photo, November 2012
- McDonald’s
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- Figure 24: McDonald’s Ad, May 2012
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- Figure 25: McDonald’s YouTube Video, November 2012
- Figure 26: McDonald’s Facebook Post, July 2012
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- Figure 27: McDonald’s Twitter Feed, November 2012
- Figure 28: McCafé Twitter Feed, December 2012
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- Figure 29: McCafé Twitter Feed, December 2012
Menu Analysis - Restaurant Breakfast Menus
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- Key points
- Weekday restaurant breakfast segment overview
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- Figure 30: Breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
- Figure 31: Breakfast menu items at limited service restaurants, by price, Q3 2009-12
- Menu breakdown for limited service menus
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- Figure 32: Top 10 breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
- Figure 33: Top 10 breakfast menu items at limited service restaurants, by price, Q3 2009-12
- Preparation methods on limited service menus
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- Figure 34: Top 10 preparation methods for breakfast menu items at limited service restaurants, by incidence, Q3 2009-12
- Menu item claims on limited service menus
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- Figure 35: Top 10 ingredient marketing claims on breakfast menus at quick service restaurants, by incidence, Q3 2009-12
Menu Analysis - Quick Service Restaurants
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- Key points
- Menu breakdown for quick service menus
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- Figure 36: Top 10 breakfast menu items at quick service restaurants, by incidence, Q3 2009-12
- Figure 37: Top 10 breakfast menu items at quick service restaurants, by price, Q3 2009-12
- Preparation claims on quick service menus
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- Figure 38: Top 10 preparation methods for breakfast menu items at quick service restaurants, by incidence, Q3 2009-12
- Marketing claims on quick service menus
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- Figure 39: Top 10 ingredient marketing claims on breakfast menus at quick service restaurants, by incidence, Q3 2009-12
Menu Analysis - Fast Casual Restaurants
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- Key points
- Menu breakdown for fast casual menus
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- Figure 40: Top 10 breakfast menu items at fast casual restaurants, by incidence, Q3 2009-12
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- Figure 41: Top 10 breakfast menu items at fast casual restaurants, by price, Q3 2009-12
- Preparation claims on fast casual menus
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- Figure 42: Top 10 preparation methods for breakfast menu items at fast casual restaurants, by incidence, Q3 2009-12
- Marketing claims on fast casual restaurants
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- Figure 43: Top 10 ingredient marketing claims on breakfast menus at fast casual restaurants, by incidence, Q3 2009-12
Restaurant Usage for Weekday Breakfast
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- Overview of weekday restaurant breakfast
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- Figure 44: Restaurant usage for weekday breakfast, October 2012
- Gender differences for weekday breakfast usage
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- Figure 45: Restaurant usage for weekday breakfast (food and/or drink purchases), by gender, October 2012
- Figure 46: Restaurant usage for weekday breakfast (food and drink purchases), by gender, October 2012
- Age differences for weekday breakfast usage
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- Figure 47: Restaurant usage for weekday breakfast (food and/or drink purchases), by age, October 2012
- Figure 48: Restaurant usage for weekday breakfast (food and drink purchases), by age, October 2012
- Income differences for weekday breakfast usage
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- Figure 49: Restaurant usage for weekday breakfast (food and/or drink purchases), by household income, October 2012
- Figure 50: Restaurant usage for weekday breakfast (drink purchases), by household income, October 2012
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- Figure 51: Restaurant usage for weekday breakfast (food and drink purchases), by household income, October 2012
- Children influence weekday breakfast usage patterns
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- Figure 52: Restaurant usage for weekday breakfast (food and/or drink purchases), by presence of children in household, October 2012
- Figure 53: Restaurant usage for weekday breakfast (drink purchases), by presence of children in household, October 2012
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- Figure 54: Restaurant usage for weekday breakfast (food and drink purchases), by presence of children in household, October 2012
- Regional differences for weekday breakfast usage
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- Figure 55: Restaurant usage for weekday breakfast (food and/or drink purchases), by region, October 2012
- Figure 56: Restaurant usage for weekday breakfast (drink purchases), by region, October 2012
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- Figure 57: Restaurant usage for weekday breakfast (food and drink purchases), by region, October 2012
Usage Deterrents for Weekday Restaurant Breakfast
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- Key points
- Women find portions too big and service slow; men want more value
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- Figure 58: Usage deterrents for weekday restaurant breakfast, by gender, October 2012
- Older consumers stay at home; younger consumers don’t have time
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- Figure 59: Usage deterrents for weekday restaurant breakfast, by age, October 2012
- Lower-income groups are price sensitive; affluent are deterred by health
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- Figure 60: Usage deterrents for weekday restaurant breakfast, by household income, October 2012
- Time constraints deter families, while other consumers don’t leave home
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- Figure 61: Usage deterrents for weekday restaurant breakfast, by presence of children in household, October 2012
- Price, health, and skipping breakfast are deterrents for different regions
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- Figure 62: Usage deterrents for weekday restaurant breakfast, by region, October 2012
Ordering Methods for Weekday Restaurant Breakfast
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- Key points
- Women prefer using drive-thru; men prefer to-go option
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- Figure 63: Ordering method for weekday restaurant breakfast, by gender, October 2012
- As consumers age, preferences for dining in increase
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- Figure 64: Ordering method for weekday restaurant breakfast, by age, October 2012
- Affluent consumers more likely to use to-go option rather than drive-thru
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- Figure 65: Ordering method for weekday restaurant breakfast, by household income, October 2012
- Consumers with children tend to use drive-thru and to-go options most
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- Figure 66: Ordering method for weekday restaurant breakfast, by presence of children in household, October 2012
- Northeast consumers tend to order to go
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- Figure 67: Ordering method for weekday restaurant breakfast, by region, October 2012
- Food items are ordered to go more than food and drink combinations
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- Figure 68: Ordering method for weekday restaurant breakfast, by purchase type, October 2012
Changes in Behavior for Weekday Restaurant Breakfast
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- Key points
- Overview of behavior changes
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- Figure 69: Changes in behavior, October 2012
- Women are more health-minded and eat at home; men skip meals but spend more
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- Figure 70: Changes in behavior, by gender, October 2012
- Each age group has different needs and exhibits unique behaviors
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- Figure 71: Changes in behavior, by age, October 2012
- Middle-income consumers cook at home; the affluent visit restaurants more
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- Figure 72: Changes in behavior, by household income, October 2012
- Family households increased their coupon and value menu usage
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- Figure 73: Changes in behavior, by presence of children in household, October 2012
- Western consumers are eating weekday breakfast at home more
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- Figure 74: Changes in behavior, by region, October 2012
- Food-only consumers are most likely to order off the value menu
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- Figure 75: Changes in behavior, by restaurant usage for weekday breakfast, October 2012
Consumer Behavior for Weekday Restaurant Breakfast
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- Key points
- Women place greater importance than men on healthfulness and cost
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- Figure 76: Consumer behavior, by gender, October 2012
- Young consumers are more open to mobile ordering and portable snacks
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- Figure 77: Consumer behavior, by age, October 2012
- Middle-income consumers rely on healthful menu items; affluent consumers break for breakfast after they get to work
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- Figure 78: Consumer behavior, by household income, October 2012
- Family households are more likely to have kids with them during morning restaurant visits
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- Figure 79: Consumer behavior, by presence of children in household, October 2012
- Midwesterners snack more, while Westerners look for healthful claims
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- Figure 80: Consumer behavior, by region, October 2012
- Drink-only consumers view breakfast as a midmorning snack
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- Figure 81: Consumer behavior, by restaurant usage for weekday breakfast, October 2012
Consumer Attitudes Toward Weekday Breakfast
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- Key points
- Women want greater control and options, men want larger portions
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- Figure 82: Consumer attitudes, by gender, October 2012
- Young consumers are interested in functional foods that also meet unique dietary restrictions
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- Figure 83: Consumer attitudes, by age, October 2012
- Affluent consumers like ordering healthy items and off the a la carte menu
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- Figure 84: Consumer attitudes, by household income, October 2012
- Family households are interested in functional items and are concerned about items meeting dietary and allergen needs
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- Figure 85: Consumer attitudes, by presence of children in household, October 2012
- Regional attitudes affect consumption for weekday breakfast
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- Figure 86: Consumer attitudes, by region, October 2012
Appendix: Additional Tables
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- Figure 87: Restaurant usage for weekday breakfast (food purchases), by gender, October 2012
- Figure 88: Restaurant usage for weekday breakfast (drink purchases), by gender, October 2012
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- Figure 89: Restaurant usage for weekday breakfast (food purchases), by age, October 2012
- Figure 90: Restaurant usage for weekday breakfast (drink purchases), by age, October 2012
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- Figure 91: Restaurant usage for weekday breakfast (food purchases), by household income, October 2012
- Figure 92: Restaurant usage for weekday breakfast (food purchases), by presence of children in household, October 2012
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- Figure 93: Restaurant usage for weekday breakfast (food purchases), by region, October 2012
- Figure 94: Consumer attitudes, by restaurant usage for weekday breakfast, October 2012
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Appendix: Trade Associations
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