Breakfast consumption is dwindling. Among today’s consumers, 40% skip the daypart at least three times a week—a 4% increase from 2015—notes Technomic’s new Breakfast Consumer Trend Report, powered by Ignite. Consumers not being hungry in the morning and turning to meal substitutes like coffee are driving this decline. It’s not all bleak, however, as operators channeling diners’ rising demand for convenience and foreign fare may boost breakfast traffic, the report suggests. Here’s how.
Consumer demand for ethnic fare has made its way to morning menus. Fifty-one percent of patrons at least somewhat agree that they’d like to see more ethnic flavors and items offered at breakfast, per Technomic’s report. Latin dishes like burritos, chilaquiles and chorizo are trending during the daypart, as well as Indian flavors like turmeric, which is making waves in lattes and other breakfast preparations.
Given the growth of off-premise, optimizing delivery can engage consumers during breakfast hours—and beyond. Forty-nine percent of patrons at least somewhat agree that they’d be likely to order breakfast for delivery if available.
In May, Denny’s introduced Denny’s on Demand, a 24/7 platform for takeout and delivery ordering through the chain’s website, mobile app and various social media outlets. When the initiative launched, the chain touted that guests would have new ways to order breakfast favorites for off-premise (at any time of day).
Dip into all day
All-day breakfast is popular among consumers overall, but especially hits home with millennials. Forty-five percent of 18- to 34-year-olds—compared to 36% of consumers 35 and older—say it’s important that their preferred breakfast restaurants offer the daypart around the clock.Although a potential traffic diver, all-day breakfast may cannibalize sales of lunch, dinner and snack items—something operators should be cautious of, the report suggests. While restaurants like McDonald’s, Jack in the Box and Bob Evans have long promoted all-day breakfast, smaller chains and independents may also benefit from it.