CHICAGO —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
According to a new Technomic study, 46 percent of 1,500 consumers surveyed said they wanted breakfast served all day at full-service restaurants, while 32 percent said they’d like to see all-day breakfast options at limited-service restaurants. The data also revealed that women are significantly more interested in breakfast foods for lunch or dinner than men are. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“Operators looking to expand breakfast into other dayparts should be mindful of their customer base and develop new offerings accordingly,” said Darren Tristano, executive vice president 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.” —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
The perception of pancakes, eggs and other breakfast items as comforting and value-oriented is propelling their popularity during a time of economic uncertainty, operators said. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“With the economic downturn, breakfast all day long is comforting and typically thought of as a meal with great value,” said Stan Frankenthaler, corporate executive chef for Dunkin’ Brands, the Canton, Mass.-based parent of the Dunkin’ Donuts quick-service chain. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“But it’s also a social thing,” he said. “We want and need to seek comfort in our lives, especially when there is high tension. When there is war that always leads people to want more comfort food. Really, it’s an extension of wanting to feel familiarity, happy memories and nostalgia.” —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
In addition to providing comfort, breakfast items that are available at other dayparts present a sense of whimsy for the consumer, said Mark Chmiel, executive vice president of Denny’s Corp., parent of the 1,500-unit, Spartanburg, S.C.-based Denny’s family-dining chain. He added that even though Denny’s serves four dayparts, breakfast foods make up 50 percent of the chain’s entrée sales. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“It’s something consumers say is fun for them to order,” he said. “They think, ‘I’m having breakfast for lunch or dinner,’ and that’s a little intriguing to them.” —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
Chris Ciavarra, vice president of brand and menu strategy for Lebanon, Tenn.-based Cracker Barrel Old Country Store Inc., parent of the 588-unit Cracker Barrel family-dining chain, said consumers’ changing work hours and schedules also contribute to the desire for breakfast at all dayparts. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“People are working different hours, so they’re looking for breakfast meals at all points of the day,” he said. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
For Frankenthaler, the data concerning female interest in breakfast items were among the study’s most interesting aspects. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“Women have been told that eggs are good for them, that they’re the right kind of protein for the calorie count, a sustaining, filling, nourishing meal that will carry you further during the day,” he said. “It’s that whole emotional state of starting your day right at any time of the day.” —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
Chmiel said Denny’s targeted female consumers with the Build Your Own Grand Slam platform it introduced earlier this year. The program allows guests to customize their Grand Slam Breakfasts with more healthful substitutes, including whole-wheat pancakes, turkey bacon and egg whites, he said. The average check for the Grand Slam breakfast starts at $3.99. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“I can see why women would like [breakfast] offered more, at any time of the day,” he said. “When you look at the balance of nutrition and affordability of the Grand Slam, it’s clear it’s an easier way to eat better. I would say that when we developed these products originally, we thought it definitely would skew lighter and more toward females. We know consumers, especially women, are looking for better-for-you alternatives.” —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
Chmiel added that company research indicates approximately 68.3 percent of Denny’s female customers choose at least one of the better-for-you items when ordering a Grand Slam breakfast. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
But Cracker Barrel’s Ciavarra said the appeal of breakfast foods is also about convenience, particularly when females juggle jobs and families simultaneously. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“Women are not only involved in the workforce, they’re also taking care of their kids,” he said. “When they take their families out for an occasion, they know breakfast foods will satisfy their children. Kids tend not to resist a pancake; it seems to be an easy sell almost every time.” —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
Among the study’s other findings, Technomic reported that 43 percent of survey respondents said they visit their preferred restaurant for weekend breakfasts because the food tastes really good. In comparison, 45 percent said their weekday breakfast visits are driven by inexpensive offerings, and 38 percent said convenience of location was a factor. Sixty-three percent also said they expect breakfast purchases at restaurants and convenience stores to remain about the same next year. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“It all goes back to time constraints,” Chmiel said. “People have been looking for inexpensive fast food, but what we’re seeing on the other side is that boomers are looking for affordable food in a sit-down atmosphere. They’re becoming fatigued with QSR even though they’re still looking for affordability.” —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
The study also determined that breakfast sandwiches remain popular with consumers. Today more than 77 percent of customers said they buy breakfast sandwiches sometimes or often during week-days, compared with 73 percent in 2007. On weekends, the purchase of breakfast sandwiches increased from 61 percent in 2007 to 70 percent in 2009. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“We, like a lot of others, felt that growth in breakfast sandwich sales,” Frankenthaler said. “Quality at the right price is always a value.” —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
Dunkin’ Donuts’ breakfast sandwich sales have achieved double-digit growth in 2009, said spokeswoman Michelle King. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
Consumers also said they were more interested in purchasing premium-coffee beverages. Thirty-four percent of respondents said they preferred premium coffee, compared to 29 percent in 2007. To that end Chmiel said Denny’s is exploring the possibility of introducing a line of premium coffees, including espressos and cappuccinos, sometime in 2010. —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.
“If we do this the big question we have to answer first is how to do it and still provide affordability so it doesn’t become a $3 or $4 beverage,” Chmiel said.— [email protected] —Given a halo of health, comfort and value, breakfast’s appeal is growing beyond the morning daypart, offering restaurateurs an opportunity to wake up new revenue.