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Consumers Welcome All-Day Breakfast Options, Finds Technomic

Business Wire, Dec 01, 2009

CHICAGO — Consumers find breakfast fare comforting and many, especially women,
wish they could eat it at any time of the day. A new study by
foodservice industry consultant Technomic finds that nearly half of
consumers surveyed (46 percent) say they would like to see full-service
restaurants offer breakfast throughout the day. About a third of
consumers (32 percent) would like breakfast offered all day in
limited-service restaurants. In both cases, females were significantly
more interested in breakfast items for lunch or dinner than were males.

Operators looking to expand breakfast into other dayparts should be
mindful of their customer base and develop new offerings accordingly,
says Darren Tristano, EVP at Technomic. Understanding the general
flavor, ingredient and preparation preferences held by female consumers
can help operators and suppliers introduce the most appealing breakfast
options beyond morning hours for these guests.

The findings are part of Technomics new Breakfast
Consumer Trend Report, designed to help restaurant operators and
suppliers understand consumer attitudes, preferences and dining behavior
associated with breakfast. Other interesting findings include:

• One out of four consumers (25 percent) often treat themselves to a
  large, traditional breakfast on the weekend.
• Four in ten (43 percent) say they visit their preferred restaurant for
  weekend breakfasts because the food tastes really good, while weekday
  breakfast visits are driven by inexpensive offerings (45 percent) and
  convenience of location (38 percent).
• More than three in five consumers (63 percent) say they expect their
  breakfast purchases at restaurants and convenience stores to remain
  about the same in the coming year.
• Consumer interest in breakfast sandwiches has grown since 2007. More
  than three-quarters of todays consumers (77 percent) purchase
  breakfast sandwiches sometimes or often during weekdays, compared to
  73 percent in 2007. Breakfast sandwiches fared even better on
  weekends, increasing from 61 percent two years ago to 70 percent today.
• Consumers report an increased interest in premium coffee. Roughly a
  third of todays consumers (34 percent) prefer premium coffee as
  compared to 29% of consumers surveyed in 2007.
• Fast-food restaurants have improved in consumers perception of
  healthy food offerings. Only a third of consumers (35 percent) say
  they would like fast-food establishments to offer more healthy
  options, down from 43 percent in 2007.
• Leading fast-casual restaurant chains are adding new entrees and side
  items to their breakfast menus faster than any other restaurant
  subsegment.

Consumer analysis found in the Breakfast
Consumer Trend Report is based on recent online surveys with
1,500 U.S. consumers about their consumption behavior, attitudes and
preferences for breakfast. The Menu Insights section, derived from
Technomics proprietary MenuMonitor
database and primary and secondary industry data, provides an in-depth
look at how leading, emerging and independent restaurant chain operators
are menuing breakfast. Additionally, menu and consumer data from
Technomics 2007 edition of this report is discussed and compared to
current findings. Appendices include detailed profiles of 15 innovative
and emerging breakfast concepts, and menu listings of new, limited-time
offerings and deleted breakfast foods and beverages.

To purchase or learn more about this and other industry reports from
Technomic, please visit www.technomic.com
or contact one of the individuals listed below.

About
Technomic

Technomic provides clients throughout North America with the facts,
insights and consulting support they need to enhance their business
strategies, decisions and results
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