Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: US sales and fan chart forecast of the restaurant breakfast market, at current prices, 2008-18
- Market drivers
- Competitive context
- Menu analysis
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- Figure 2: Top 10 breakfast food items at limited service restaurants, by incidence, Q3 2010-13
- Figure 3: Top 10 ingredients for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
- Consumer data
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- Figure 4: Usage drivers for breakfast at limited service restaurants, October 2013
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- Figure 5: Attitudes and behaviors for breakfast at limited service restaurants, October 2013
- What we think
Issues and Insights
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- Operational: Beyond menu offerings, how can operators attract patrons?
- The issues
- The implications
- Innovation: How can operators stay ahead of the curve for breakfast?
- The issues
- The implications
- Expansion: How has breakfast shifted in terms of daypart and offerings?
- The issues
- The implications
- Health: Can operators meet the varying nutritional demands of consumers?
- The issues
- The implications
Trend Applications
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- Trend: Minimize Me
- Trend: Transumers
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- Market size insight
- Sales and forecast of market
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- Figure 6: US sales and forecast of the restaurant breakfast market, at current prices, 2008-18
- Figure 7: US sales and forecast of the restaurant breakfast market, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: US sales and fan chart forecast of the restaurant breakfast market, at current prices, 2007-17
Market Drivers
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- Economic indicators
- Governmental legislation
- Cost and inflation of food items
- Corporate responsibility
Innovations and Innovators—Menu Items
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- Innovative items
- Beverage offerings
- Better-for-you options
- Focus on bread
- Focus on protein
- Ethnic offerings
Innovations and Innovators: Operational
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- Value and on-the-go
- Technology
- New breakfast players
- New breakfast menus
- Breakfast in new dayparts
Competitive Context
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- Eating at home
- Convenience stores, kiosks, and vending machines
- Limited service restaurants
- Full service restaurants
Marketing Strategies
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- Overview of the brand landscape
- Freebies
- Sponsorship and endorsements
- Community and charity
- Co-branding
- Mobile loyalty
Menu Analysis—Breakfast Food Items
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- Restaurant breakfast segment overview
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- Figure 9: Breakfast food items at limited service restaurants, by incidence, Q3 2010-13
- Menu breakdown for limited service menus
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- Figure 10: Top 10 breakfast food items at limited service restaurants, by incidence, Q3 2010-13
- Ingredients used on limited service menus
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- Figure 11: Top 10 ingredients for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
- Preparation methods on limited service menus
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- Figure 12: Top 10 preparation methods for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
- Marketing claims on limited service menus
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- Figure 13: Top 10 marketing claims for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
Consumer Data—Overview
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- Overview of usage, ordering method, and place of consumption
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- Figure 14: Overall restaurant usage for breakfast, October 2013
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- Figure 15: Restaurant usage for breakfast, October 2013
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- Figure 16: Order method for breakfast at limited service restaurants—Any use of LSRs, October 2013
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- Figure 17: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, October 2013
- Change in behavior compared to last year
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- Figure 18: Changes in behavior for breakfast at limited service restaurants, October 2013
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- Figure 19: Increases in behavior for breakfast at limited service restaurants, October 2013
- Drivers influencing consumers to visit particular restaurants
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- Figure 20: Usage drivers for breakfast at limited service restaurants, October 2013
- Behaviors and attitudes surrounding breakfast at restaurants
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- Figure 21: Attitudes and behaviors for breakfast at limited service restaurants, October 2013
Consumer Data—By Gender
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- Key points
- Men have higher LSR breakfast usage while women select drive-thrus more
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- Figure 22: Restaurant usage for breakfast, by gender, October 2013
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- Figure 23: Order method for breakfast at limited service restaurants—Any use of LSRs, by gender, October 2013
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- Figure 24: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by gender, October 2013
- Men increased usage, check average, and items purchased on weekdays
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- Figure 25: Increases in behavior for breakfast at limited service restaurants, by gender, October 2013
- Men value combo meals and portions; women value health and on-the-go
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- Figure 26: Usage drivers for breakfast at limited service restaurants, by gender, October 2013
- Women focus on price, deals, portion size, and breakfast all day
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- Figure 27: Attitudes and behaviors for breakfast at limited service restaurants, by gender, October 2013
Consumer Data—By Age
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- Key points
- Older Millennials lead usage for breakfast at restaurants
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- Figure 28: Restaurant usage for breakfast, by age, October 2013
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- Figure 29: Order method for breakfast at limited service restaurants—Any use of LSRs, by age, October 2013
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- Figure 30: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by age, October 2013
- Older Millennials increased number of breakfast visits and check average
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- Figure 31: Increases in behavior for breakfast at limited service restaurants, by age, October 2013
- Millennials seek value menus and authentic items; Generation Xers value combo meals; older consumers desire menu variety
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- Figure 32: Usage drivers for breakfast at limited service restaurants, by age, October 2013
- Older Millennials are willing to place health over price for breakfast
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- Figure 33: Attitudes and behaviors for breakfast at limited service restaurants, by age, October 2013
Consumer Data—By Income
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- Key points
- Middle class are most likely to visit restaurants for breakfast on weekdays
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- Figure 34: Restaurant usage for breakfast, by household income, October 2013
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- Figure 35: Order method for breakfast at limited service restaurants—Any use of LSRs, by household income, October 2013
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- Figure 36: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by household income, October 2013
- Middle class are cooking at home and trading up to full service restaurants
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- Figure 37: Increases in behavior for breakfast at limited service restaurants, by household income, October 2013
- Low income seek value menus; middle class seek functional foods; affluent desire on-the-go food options
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- Figure 38: Usage drivers for breakfast at limited service restaurants, by household income, October 2013
- Low income are least likely to try ethnic items; middle class are most likely
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- Figure 39: Attitudes and behaviors for breakfast at limited service restaurants, by household income, October 2013
Consumer Data—By Hispanic Origin
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- Key points
- Hispanics use restaurants for breakfast more than non-Hispanics
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- Figure 40: Restaurant usage for breakfast, by Hispanic origin, October 2013
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- Figure 41: Order method for breakfast at limited service restaurants—Any use of LSRs, by Hispanic origin, October 2013
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- Figure 42: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by Hispanic origin, October 2013
- Hispanics are more likely to have changed their breakfast habits
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- Figure 43: Increases in behavior for breakfast at limited service restaurants, by Hispanic origin, October 2013
- Hispanics are driven by combo meals, customization, portions, and health
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- Figure 44: Usage drivers for breakfast at limited service restaurants, by Hispanic origin, October 2013
- Hispanics seek healthy and non-breakfast foods during breakfast
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- Figure 45: Attitudes and behaviors for breakfast at limited service restaurants, by Hispanic origin, October 2013
Consumer Data—By Region
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- Key points
- Usage, order preference, and consumption place vary by region
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- Figure 46: Restaurant usage for breakfast, by region, October 2013
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- Figure 47: Order method for breakfast at limited service restaurants—Any use of LSRs, by region, October 2013
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- Figure 48: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by region, October 2013
- Midwesterners have set behavior; Southerners increased cooking at home
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- Figure 49: Increases in behavior for breakfast at limited service restaurants, by region, October 2013
- Southerners seek wide menu variety when selecting a restaurant
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- Figure 50: Usage drivers for breakfast at limited service restaurants, by region, October 2013
- Attitudes and behavior for restaurant breakfast vary by region
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- Figure 51: Attitudes and behaviors for breakfast at limited service restaurants, by region, October 2013
Consumer Data—By Parents
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- Key points
- Parents use drive-thru but consume their orders at work
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- Figure 52: Restaurant usage for breakfast, by parents with children in household, October 2013
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- Figure 53: Order method for breakfast at limited service restaurants—Any use of LSRs, by parents with children in household, October 2013
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- Figure 54: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, by parents with children in household, October 2013
- Parents are more likely to have increased weekday breakfast spend
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- Figure 55: Increases in behavior for breakfast at limited service restaurants, by parents with children in household, October 2013
- Parents of children aged 18+ that visit on weekends seek value menus
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- Figure 56: Usage drivers for breakfast at limited service restaurants, by parents with children in household, October 2013
- Weekday parent users are more likely to have breakfast in two stages
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- Figure 57: Attitudes and behaviors for breakfast at limited service restaurants, by parents with children in household, October 2013
Appendix—Additional Tables
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- Consumer data: By gender
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- Figure 58: Order method for breakfast at limited service restaurants—Weekday of LSR, by gender, October 2013
- Figure 59: Order method for breakfast at limited service restaurants—Weekend of LSR, by gender, October 2013
- Figure 60: Place of consumption for breakfast from limited service restaurants—Weekday, by gender, October 2013
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- Figure 61: Place of consumption for breakfast from limited service restaurants—Weekend, by gender, October 2013
- Figure 62: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by gender, October 2013
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- Figure 63: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by gender, October 2013
- Figure 64: Usage drivers for breakfast at limited service restaurants—Weekdays, by gender, October 2013
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- Figure 65: Usage drivers for breakfast at limited service restaurants—Weekends, by gender, October 2013
- Figure 66: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by gender, October 2013
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- Figure 67: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by gender, October 2013
- Consumer data: By age
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- Figure 68: Order method for breakfast at limited service restaurants—Weekday of LSR, by age, October 2013
- Figure 69: Order method for breakfast at limited service restaurants—Weekend of LSR, by age, October 2013
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- Figure 70: Place of consumption for breakfast from limited service restaurants—Weekday, by age, October 2013
- Figure 71: Place of consumption for breakfast from limited service restaurants—Weekend, by age, October 2013
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- Figure 72: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by age, October 2013
- Figure 73: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by age, October 2013
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- Figure 74: Usage drivers for breakfast at limited service restaurants—Weekdays, by age, October 2013
- Figure 75: Usage drivers for breakfast at limited service restaurants—Weekends, by age, October 2013
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- Figure 76: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by age, October 2013
- Figure 77: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by age, October 2013
- Consumer data: By income
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- Figure 78: Order method for breakfast at limited service restaurants—Weekday of LSR, by household income, October 2013
- Figure 79: Order method for breakfast at limited service restaurants—Weekend of LSR, by household income, October 2013
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- Figure 80: Place of consumption for breakfast from limited service restaurants—Weekday, by household income, October 2013
- Figure 81: Place of consumption for breakfast from limited service restaurants—Weekend, by household income, October 2013
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- Figure 82: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by household income, October 2013
- Figure 83: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by household income, October 2013
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- Figure 84: Usage drivers for breakfast at limited service restaurants—Weekdays, by household income, October 2013
- Figure 85: Usage drivers for breakfast at limited service restaurants—Weekends, by household income, October 2013
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- Figure 86: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by household income, October 2013
- Figure 87: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by household income, October 2013
- Consumer data: By Hispanic origin
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- Figure 88: Order method for breakfast at limited service restaurants—Weekday of LSR, by Hispanic origin, October 2013
- Figure 89: Order method for breakfast at limited service restaurants—Weekend of LSR, by Hispanic origin, October 2013
- Figure 90: Place of consumption for breakfast from limited service restaurants—Weekday, by Hispanic origin, October 2013
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- Figure 91: Place of consumption for breakfast from limited service restaurants—Weekend, by Hispanic origin, October 2013
- Figure 92: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by Hispanic origin, October 2013
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- Figure 93: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by Hispanic origin, October 2013
- Figure 94: Usage drivers for breakfast at limited service restaurants—Weekdays, by Hispanic origin, October 2013
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- Figure 95: Usage drivers for breakfast at limited service restaurants—Weekends, by Hispanic origin, October 2013
- Figure 96: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by Hispanic origin, October 2013
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- Figure 97: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by Hispanic origin, October 2013
- Consumer data: By region
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- Figure 98: Order method for breakfast at limited service restaurants—Any use of LSRs, by region, October 2013
- Figure 99: Order method for breakfast at limited service restaurants—Weekday of LSR, by region, October 2013
- Figure 100: Order method for breakfast at limited service restaurants—Weekend of LSR, by region, October 2013
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- Figure 101: Place of consumption for breakfast from limited service restaurants—Weekday, by region, October 2013
- Figure 102: Place of consumption for breakfast from limited service restaurants—Weekend, by region, October 2013
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- Figure 103: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by region, October 2013
- Figure 104: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by region, October 2013
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- Figure 105: Usage drivers for breakfast at limited service restaurants—Weekdays, by region, October 2013
- Figure 106: Usage drivers for breakfast at limited service restaurants—Weekends, by region, October 2013
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- Figure 107: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by region, October 2013
- Figure 108: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by region, October 2013
- Consumer data: By parents
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- Figure 109: Order method for breakfast at limited service restaurants—Weekday of LSR, by parents with children in household, October 2013
- Figure 110: Order method for breakfast at limited service restaurants—Weekend of LSR, by parents with children in household, October 2013
- Figure 111: Place of consumption for breakfast from limited service restaurants—Weekday, by parents with children in household, October 2013
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- Figure 112: Place of consumption for breakfast from limited service restaurants—Weekend, by parents with children in household, October 2013
- Figure 113: Changes in behavior for breakfast at limited service restaurants—More—Weekday, by parents with children in household, October 2013
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- Figure 114: Changes in behavior for breakfast at limited service restaurants—More—Weekend, by parents with children in household, October 2013
- Figure 115: Usage drivers for breakfast at limited service restaurants—Weekdays, by parents with children in household, October 2013
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- Figure 116: Usage drivers for breakfast at limited service restaurants—Weekends, by parents with children in household, October 2013
- Figure 117: Attitudes and behaviors for breakfast at limited service restaurants—Weekdays, by parents with children in household, October 2013
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- Figure 118: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by parents with children in household, October 2013
Appendix—Market Drivers
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- Health and lifestyle
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- Figure 119: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
- Childhood and teen obesity—highest in decades
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- Figure 120: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Consumer confidence
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- Figure 121: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 122: US Unemployment Rate, by month, 2002-13
- Figure 123: US unemployment and underemployment rates, 2007-13
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- Figure 124: Number of employed civilians in US, in thousands, 2007-13
- Racial, ethnic population growth
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- Figure 125: US population by race and Hispanic origin, 2009, 2014, and 2019
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- Figure 126: Households with children, by race and Hispanic origin of householder, 2013
- Shifting US demographics
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- Figure 127: US population, by age, 2009-19
- Figure 128: US households, by presence of own children, 2003-13
Appendix—Trade Associations
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