Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Breakfast and brunch importance in decline
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- Figure 1: Importance of breakfast among restaurant goers, any agree, Winter 2013-18
- Younger consumers are interested in nontraditional options
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- Figure 2: Breakfast attitudes/behaviors, by age, April 2018
- The opportunities
- On-the-go options appeal to busy consumers
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- Figure 3: Source of breakfast eaten in-transit, April 2018
- Menu variety is crucial to breakfast/brunch
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- Figure 4: Type of breakfast/brunch foods ordered, by restaurant type, April 2018
- Coffee draws consumers in
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- Figure 5: Breakfast/Brunch behaviors, by gender and age, April 2018
- What it means
The Market – What You Need to Know
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- Retail innovates to compete against restaurants
- Tightening labor market affects restaurants
- Busy schedules push out breakfast as a priority
- Morning snacking represents an opportunity for restaurants
Market Perspective
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- Retail offers premium and convenient breakfast items
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- Figure 6: Breakfast attitudes/behaviors – Lightest, April 2018
Market Factors
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- Labor market is tightening
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- Figure 7: Unemployment and underemployment, January 2007-June 2018
- iGens are coming of age
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- Figure 8: Population by generation, 2013-23
- Figure 9: Breakfast attitudes/behaviors, by age-April 2018
- Is breakfast no longer a priority?
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- Figure 10: Importance of breakfast among restaurant goers, any agree, Winter 2013-18
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- Figure 11: Breakfast attitudes/behaviors – Tone, by age, April 2018
- Mealtimes are shifting to snack times
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- Figure 12: Breakfast/Brunch diners’ breakfast attitudes/behaviors – Habits, April 2018
Key Players – What You Need to Know
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- Restaurants are investing in breakfast and brunch menus
- Delivery partnerships expand restaurants’ reach
- Brunch menus offer up more than pancakes
What’s Working?
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- Mainstream chains capitalize on popularity of breakfast
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- Figure 13: IHOb Twitter discussion, June 2018
- Figure 14: IHOP Cowboy BBQ Burger social media analysis
- The definition of breakfast and brunch is expanding
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- Figure 15: Healthy breakfast for breakfast/brunch diners, April 2018
What’s Struggling?
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- Subway takes a step back on breakfast
- Starbucks to close 150 stores
What’s Next?
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- Egg offerings diversify to meet shifting customer needs
- Breakfast delivery enables catering
- Large format cocktails for brunch
Breakfast and Brunch Restaurants to Watch
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- Limited-service restaurants
- Full-service restaurants
The Consumer – What You Need to Know
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- Weekday versus weekend preferences diverge
- Consumers are looking for variety
- Health, convenience are most important attributes
- Coffee is an important opportunity
Breakfast/Brunch Restaurant Visitation
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- More than half of consumers have dined out for breakfast/brunch
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- Figure 16: Restaurant breakfast/brunch visitation, April 2018
- Men are more likely than women to eat foodservice breakfast
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- Figure 17: Restaurant breakfast/brunch visitation, by gender, April 2018
- Dads are a key demographic for breakfast/brunch foodservice
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- Figure 18: Restaurant breakfast/brunch visitation, by parental status and gender, April 2018
- Dining out for breakfast and brunch is popular for Hispanics
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- Figure 19: Restaurant breakfast/brunch visitation, by race and Hispanic origin, April 2018
- Upper-middle-income earners are most likely to dine out for breakfast
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- Figure 20: Restaurant breakfast/brunch visitation, by household income, April 2018
Restaurant Visitation by Restaurant Type
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- Breakfast diners prefer FSR locations
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- Figure 21: Breakfast/brunch restaurant visitation– Any visitation, April 2018
- QSR visitation high on weekdays, while FSR visitation high on weekends
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- Figure 22: Breakfast/brunch restaurant visitation, by restaurant type and day of week, April 2018
- Men remain top QSR consumers
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- Figure 23: Breakfast/brunch QSR visitation, by age and gender, April 2018
- Weekday breakfasts are more consistent
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- Figure 24: Breakfast/brunch diners’ attitudes/behaviors, by age – April 2018
Breakfast and Brunch Foods Ordered
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- Restaurant type is a key factor for breakfast/brunch food ordered
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- Figure 25: Type of breakfast/brunch foods ordered, by restaurant type, April 2018
- Toast represents an opportunity for counter-service restaurants
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- Figure 26: Avocado Toast
- Consumers are interested in variety on menus
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- Figure 27: Breakfast/brunch diners’ attitudes/behaviors, by age, April 2018
- Further analysis: Dish consumption – Repertoire analysis
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- Figure 28: Repertoire analysis of type of breakfast/brunch foods ordered, April 2018
- Parents more interested in multiple types of breakfast foods and beverages
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- Figure 29: Repertoire of breakfast food types of interest, by parental status and number of children in household, April 2018
Breakfast and Brunch Attributes
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- Breakfast eaters are interested in health and convenience
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- Figure 30: Breakfast attributes, April 2018
- Income factors into breakfast preferences
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- Figure 31: Breakfast attributes, by household income, April 2018
- What healthy means to breakfast/brunch diners
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- Figure 32: Attributes of a healthy breakfast for breakfast/brunch diners, April 2018
- Women more interested in healthy breakfasts than men
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- Figure 33: Breakfast attributes, by gender, April 2018
- Younger generations are more interested in indulging for breakfast and brunch
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- Figure 34: Breakfast attributes, by generation, April 2018
- Eating in-transit is an opportunity for operators
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- Figure 35: Source of breakfast eaten in-transit, April 2018
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- Figure 36: Breakfast attitudes/behaviors, by age, April 2018
- Messaging related to productivity may resonate
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- Figure 37: Breakfast attributes, by breakfast/brunch diners and gender, April 2018
Breakfast/Brunch Important Factors
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- Figure 38: Breakfast and brunch important factors, April 2018
- iGen not as likely to prioritize premium or light menu items
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- Figure 39: Breakfast/brunch important factors, by generation, April 2018
- Light options are of greater interest to older women
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- Figure 40: Breakfast/brunch important factors, by age and gender, April 2018
- Breakfast combos invoke positive sentiment
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- Figure 41: Breakfast Combination Plate
- TURF analysis
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- Figure 42: TURF analysis – Factors, April 2018
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Beverage Interests
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- Coffee and functional juices are key opportunities for operators
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- Figure 43: Breakfast/Brunch beverages of interest, April 2018
- Young men prioritize coffee quality
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- Figure 44: Breakfast/brunch attitudes, by gender and age, April 2018
- Parents are interested in premium coffee options
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- Figure 45: Breakfast/brunch beverages of interest – Coffee, April 2018
- Cold coffee drinks offer incremental sales boost in afternoon hours
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- Figure 46: Breakfast/brunch beverages of interest –Cold-brew coffee, by generation, April 2018
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- Figure 47: Starbucks’ August 2018 Happy Hour Promotion
- iGens are interested in wellness shots
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- Figure 48: Breakfast/brunch beverages of interest – Wellness shots, by generation, April 2018
- Hispanics are interested in a variety of beverages
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- Figure 49: Breakfast/brunch beverages of interest, by Hispanic origin, April 2018
Brunch Motivators
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- Brunch is a time to treat yourself
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- Figure 50: Brunch motivators, April 2018
- Brunch cocktails appeal to young and middle-aged women
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- Figure 51: Bruch motivators, by age and gender
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Terms
Appendix – The Consumer
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- TURF Methodology
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- Figure 52: Table – TURF analysis – Factors, April 2018
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