U.S. Breakfast Trends: Understanding consumer and foodservice operator habits and wants for breakfast including egg & egg dishes, breakfast sandwiches, proteins, bakery, starches, and beverages

Nov 2016| MDK007A| Datassential

Report Highlights

Breakfast is most prevalent at limited service restaurants.

Egg dishes, sandwiches, and breakfast starches make up the most top breakfast dishes. Healthier dishes and indulgent Southern dishes have seen major growth on menus.

Breakfast entrées range in price from approximately $6 at limited service restaurants to nearly $14 at fine dining restaurants. All segments have seen double-digit growth over the past four years.

Operators cite increased breakfast sales over the past year, both in restaurants and at on-site operations. There has been no movement, however, for a sizable set of operators in both channels.

Nearly everyone eats breakfast on a daily basis. Weekday breakfast consumers (last breakfast occasion) were more likely to eat on the go, purchase away from home, and be in a household with kids.

Hot coffee dominates breakfast beverages, but caffeinated alternatives collectively represent a significant share. Consumption of bottled water, iced coffee, and smoothies likely reflects their increasing availability and makes a case for widening beverage menus.

Brunch is more daypart-specific for operators than breakfast – few offer brunch menus after lunch. Restaurants are more likely than on-site operators to offer a brunch menu into the mid-afternoon, although dinner or later is rare.

Best-selling breakfast items are not necessarily the most profitable. Eggs, hand-helds, and starches have the highest margins; proteins are primarily a traffic-driver.

MenuTrends Keynotes combine the extensive detail of MenuTrends with the opinions and behaviors of over 1,000 consumers nationwide and insight from over 300 operators from Datassential’s OPERA™ panel, the industry’s largest with over 30,000 restaurant, retail, and on-site operators. We take a complete look at breakfast both at home and away from home by delving into perceptions and preferences regarding egg dishes, breakfast sandwiches, breakfast proteins, baked goods, starches, potatoes, and beverages. You’ll learn about…

Last Breakfast Occasion
Explore at-home and away-from-home breakfast consumption: incidence and frequency, breakfast foods and beverages consumed, preparation methods at home, on-the-go breakfast consumption, breakfast skipping, and more.

Breakfast Attitudes
Understand what consumers look for in breakfast foods and beverages; gauge consumer affinity for away-from-home breakfast by segment; ascertain the importance of healthy terms; determine operator goals and challenges around breakfast.

Brunch vs. Breakfast
Understand what differentiates brunch from breakfast for operators and consumers; learn what non-traditional breakfast items consumers would like to see on an a.m. menu.

All-Day Breakfast
Discover how many consumers are eating breakfast outside of its traditional daypart; uncover what breakfast foods they’re eating for lunch and dinner and why; determine how many operators offer breakfast all day and how many plan to offer it in the future.

Restaurant Menus
Identify the most-menued and fastest-growing dishes and flavors overall and within each breakfast category; understand seasonal breakfast flavors most associated with each season; compare chain vs. independent and LSR vs. FSR trends.

Datassential, a Chicago-based food industry research and consulting firm, brings clients real-world information on foodservice and consumer packaged goods in the U.S. and around the world. The company’s services, including its extensive MenuTrends database, provide in-depth reporting on trends in menu offerings, flavor profiles, ingredients and preparations. Datassential helps operators, retailers, and suppliers understand and capitalize on these important trends.

Datassential makes the food industry smarter. We provide trend software, predictive analytics, and consumer insights that help manufacturers, food retailers, and chain restaurants innovate and sell more intelligently.

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