3 operations aiming to drive sales with second breakfast

Eating a second breakfast is becoming a habit among some consumers, as they would rather snack on two small morning meals than a single larger one. Younger consumers are especially drawn to the trend, with 57% of consumers ages 18 to 34 replacing breakfast with a snack, according to Technomic’s2016 Snacking Occasion Consumer Trend Report.

As consumers gravitate to second breakfasts, here's how three operations are capitalizing on the switch. 

Pret a Manger has seen an increase in customers between 8 and 9:30 a.m., with a second rush at 10:30 a.m, the chain’s U.S. president recently told the Wall Street Journal. In response, the brand is adding to its selection of Pret Pots, which are small grab-and-go offerings presented in plastic cups. The new options will include more vegetable and protein-rich items. 

Delectica, a cafe in New York City, offers grab-and-go fare from 8 to 11:30 a.m. on weekdays. Its menu includes a mix of lighter options such as fruit and oatmeal as well as heartier ones, including its signature omelette sandwiches. In an interview with CBS New York, owner Sagi Ohayon says he’s seen two breakfast rush periods, with patrons during the earlier rush selecting lighter offerings and those in the later rush gravitating toward heavier ones.

Newly opened Morning Collective in Denver offers a deal for consumers who want to enjoy a small sit-down breakfast as well as one to go. For $10, customers first choose a meal to be eaten at the restaurant such as a mini omelet, and then select a to-go item, including fruit salad or a bag of granola, that’s packed up and handed off on their way out the door.