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Breakfast Restaurant Trends - US - January 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Mintel Menu Insights
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: US sales and fan chart forecast of the restaurant breakfast market, at current prices, 2008-18
Market drivers
Competitive context
Menu analysis
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
Figure 4: Usage drivers for breakfast at limited service restaurants, October 2013
Figure 5: Attitudes and behaviors for breakfast at limited service restaurants, October 2013
What we think
ISSUES AND INSIGHTS
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
Trend: Minimize Me
Trend: Transumers
Mintel Futures: East Meets West
MARKET SIZE AND FORECAST
Key points
Market size insight
Sales and forecast of market
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
Figure 8: US sales and fan chart forecast of the restaurant breakfast market, at current prices, 2007-17
MARKET DRIVERS
Economic indicators
Governmental legislation
Cost and inflation of food items
Corporate responsibility
INNOVATIONS AND INNOVATORS—MENU ITEMS
Innovative items
Beverage offerings
Better-for-you options
Focus on bread
Focus on protein
Ethnic offerings
INNOVATIONS AND INNOVATORS: OPERATIONAL
Value and on-the-go
Technology
New breakfast players
New breakfast menus
Breakfast in new dayparts
COMPETITIVE CONTEXT
Eating at home
Convenience stores, kiosks, and vending machines
Limited service restaurants
Full service restaurants
MARKETING STRATEGIES
Overview of the brand landscape
Freebies
Sponsorship and endorsements
Community and charity
Co-branding
Mobile loyalty
MENU ANALYSIS—BREAKFAST FOOD ITEMS
Restaurant breakfast segment overview
Figure 9: Breakfast food items at limited service restaurants, by incidence, Q3 2010-13
Menu breakdown for limited service menus
Figure 10: Top 10 breakfast food items at limited service restaurants, by incidence, Q3 2010-13
Ingredients used on limited service menus
Figure 11: Top 10 ingredients for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
Preparation methods on limited service menus
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
Figure 13: Top 10 marketing claims for breakfast food items at limited service restaurants, by incidence, Q3 2010-13
CONSUMER DATA—OVERVIEW
Overview of usage, ordering method, and place of consumption
Figure 14: Overall restaurant usage for breakfast, October 2013
Figure 15: Restaurant usage for breakfast, October 2013
Figure 16: Order method for breakfast at limited service restaurants—Any use of LSRs, October 2013
Figure 17: Place of consumption for breakfast from limited service restaurants—Any use of LSRs, October 2013
Change in behavior compared to last year
Figure 18: Changes in behavior for breakfast at limited service restaurants, October 2013
Figure 19: Increases in behavior for breakfast at limited service restaurants, October 2013
Drivers influencing consumers to visit particular restaurants
Figure 20: Usage drivers for breakfast at limited service restaurants, October 2013
Behaviors and attitudes surrounding breakfast at restaurants
Figure 21: Attitudes and behaviors for breakfast at limited service restaurants, October 2013
CONSUMER DATA—BY GENDER
Key points
Men have higher LSR breakfast usage while women select drive-thrus more
Figure 22: Restaurant usage for breakfast, by gender, October 2013
Figure 23: Order method for breakfast at limited service restaurants—Any use of LSRs, by gender, October 2013
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
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
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
Figure 27: Attitudes and behaviors for breakfast at limited service restaurants, by gender, October 2013
CONSUMER DATA—BY AGE
Key points
Older Millennials lead usage for breakfast at restaurants
Figure 28: Restaurant usage for breakfast, by age, October 2013
Figure 29: Order method for breakfast at limited service restaurants—Any use of LSRs, by age, October 2013
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
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
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
Figure 33: Attitudes and behaviors for breakfast at limited service restaurants, by age, October 2013
CONSUMER DATA—BY INCOME
Key points
Middle class are most likely to visit restaurants for breakfast on weekdays
Figure 34: Restaurant usage for breakfast, by household income, October 2013
Figure 35: Order method for breakfast at limited service restaurants—Any use of LSRs, by household income, October 2013
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
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
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
Figure 39: Attitudes and behaviors for breakfast at limited service restaurants, by household income, October 2013
CONSUMER DATA—BY HISPANIC ORIGIN
Key points
Hispanics use restaurants for breakfast more than non-Hispanics
Figure 40: Restaurant usage for breakfast, by Hispanic origin, October 2013
Figure 41: Order method for breakfast at limited service restaurants—Any use of LSRs, by Hispanic origin, October 2013
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
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
Figure 44: Usage drivers for breakfast at limited service restaurants, by Hispanic origin, October 2013
Hispanics seek healthy and non-breakfast foods during breakfast
Figure 45: Attitudes and behaviors for breakfast at limited service restaurants, by Hispanic origin, October 2013
CONSUMER DATA—BY REGION
Key points
Usage, order preference, and consumption place vary by region
Figure 46: Restaurant usage for breakfast, by region, October 2013
Figure 47: Order method for breakfast at limited service restaurants—Any use of LSRs, by region, October 2013
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
Figure 49: Increases in behavior for breakfast at limited service restaurants, by region, October 2013
Southerners seek wide menu variety when selecting a restaurant
Figure 50: Usage drivers for breakfast at limited service restaurants, by region, October 2013
Attitudes and behavior for restaurant breakfast vary by region
Figure 51: Attitudes and behaviors for breakfast at limited service restaurants, by region, October 2013
CONSUMER DATA—BY PARENTS
Key points
Parents use drive-thru but consume their orders at work
Figure 52: Restaurant usage for breakfast, by parents with children in household, October 2013
Figure 53: Order method for breakfast at limited service restaurants—Any use of LSRs, by parents with children in household, October 2013
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
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
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
Figure 57: Attitudes and behaviors for breakfast at limited service restaurants, by parents with children in household, October 2013
APPENDIX—ADDITIONAL TABLES
Consumer data: By gender
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
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
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
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
Figure 67: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by gender, October 2013
Consumer data: By age
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Figure 97: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by Hispanic origin, October 2013
Consumer data: By region
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
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
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
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
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
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
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
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
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
Figure 118: Attitudes and behaviors for breakfast at limited service restaurants—Weekends, by parents with children in household, October 2013
APPENDIX—MARKET DRIVERS
Health and lifestyle
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
Figure 120: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Consumer confidence
Figure 121: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 122: US Unemployment Rate, by month, 2002-13
Figure 123: US unemployment and underemployment rates, 2007-13
Figure 124: Number of employed civilians in US, in thousands, 2007-13
Racial, ethnic population growth
Figure 125: US population by race and Hispanic origin, 2009, 2014, and 2019
Figure 126: Households with children, by race and Hispanic origin of householder, 2013
Shifting US demographics
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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