Consumers Crave All-Day Breakfast Option
Nearly half (46%) of U.S. consumers would like to see full-service restaurants offer a breakfast menu throughout the day, and about a third (32%) would like the option in limited-service restaurants, according to recent surveys by food service industry consultant Technomic.
Consumers in general find breakfast fare comforting -- and women are particularly keen on the all-day option, Technomic found in surveying 1,500 U.S. consumers about breakfast preferences and behaviors for its "Breakfast Consumer Trend Report."
Given that women expressed significantly more interest than men in having breakfast items available at lunch and dinner, both in limited- and full-service formats, it's particularly important that restaurants that are considering the expansion of breakfast items to other dayparts understand women's flavor, ingredient and preparation preferences, points out Technomic EVP Darren Tristano.
Most consumers (63%) say that they expect their restaurant breakfast purchase patterns to remain the same in the coming year.
Nearly half (43%) report that they often have weekend breakfasts at their favorite restaurants because of the taste factor. But on weekdays, breakfast choices are most likely to be driven by low cost (45%) and convenience of location (38%).
Breakfast sandwich consumption is on the rise. More than three-quarters (77%) now report buying these sandwiches sometimes or often on weekdays and 70% buy them on weekends, versus 73% and 61%, respectively, reporting the same in 2007.
Premium coffee is also increasingly important as a drawing point: 34% now say they prefer premium, versus 29% who expressed that preference in 2007.
While more than a third (35%) say they would like fast-food restaurants to offer healthier breakfast options, that's down from 43% two years ago, which may indicate that consumers view QSRs as having improved on this score.
Leading fast-casual chains are outpacing all other formats when it comes to adding new breakfast entrées and side items to their menus, Technomic reports.