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THE BREAKFAST OPPORTUNITYWinning Foodservice Strategies for A.M. Sales

INTRODUCTION

Breakfast Breaks OutThe breakfast daypart is growing fast—and becoming more sophisticated.

For many foodservice operators, breakfast used to be little more than a second thought, a service that had to be provided in the morning to hungry patrons. Not anymore. Thanks to increased competition, a growing cohort of demanding consumers with more divergent schedules, and the emergence of the breakfast specialty segment, the daypart is receiving a lot more love.

WHO IS THIS INFORMATION FOR?Not all foodservice segments face the same challenges when it comes to providing breakfast, but as channel boundaries continue to blur in the consumer’s mind, more ideas and solutions are becoming relevant.

• Retail: Convenience Store and Supermarket Prepared Foods• Restaurants: QSR, Fast Casual, Midscale, Casual, Fine Dining• Onsite: B&I, Lodging, Hospitals, Long-Term Care and Senior Living, K–12, C/U

The big challenge facing all operators, however, is the fact that not all consumers eat breakfast, and that when they do, approximately one quarter of them have it at home.

In this exclusive report, we will show you how to step up your breakfast game— and capture more daypart sales in the process.

Breakfast is on 27.6% of US menus, and has grown 19.5% over the past four years.

Sources: Datassential SNAP! Breakfast (2018); IFMA/Datassential CPP 2016, Breakfast: Consumer Insights

43% of consumers say that seeing more breakfast items on menus would encourage them to eat breakfast away from home more often.

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TABLE OF CONTENTS

Chapter 1

Chapter 2

Chapter 3

Conclusion

The Big Picture · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 4What’s Driving Breakfast Trends · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 5 All-Day Demand · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 6 Healthy Cues · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 7 Coffee Leads the Sale · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 8 Takeout for Convenience · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 9

Signature Specialties · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 10Variety: The Spice of A.M. Sales · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 11 Eggs Get an Upgrade · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 12 Batter Up · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 13 Better Baked Goods · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 14

New Horizons · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 15What’s Ahead for Breakfast · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 16 Squeeze More Out of Juice · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 17 Global and Regional Trends · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 18 A.M. Breaks · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 19

Breakfast Is Big Business · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 20 Breakfast Menu Momentum · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 21


CHAPTER 1THE BIG PICTURE

HOW CONSUMERS DEFINE BREAKFAST

56%Time of dayAny food eaten

in the morning as a first meal

32%Food includedTraditional breakfast fare eaten at any time

11%Not more by one than the other

What’s Driving Breakfast TrendsEven the definition of what constitutes breakfast is changing for today’s consumers.

CHAPTER 1: THE BIG PICTURE

Just what is breakfast, anyway? These days, it’s a fair question. For some people it’s a slice of toast and a cup of coffee or a piece of cold pizza. For others, it’s a hearty grain bowl, a fruit-and-yogurt smoothie or blended juice, or a plate of bacon and eggs with hash browns and an English muffin. And for some, it’s not even necessarily the first meal of the day.

Breakfast is whatever consumers want it to be, and according to Technomic, their perspective is changing, even as operators continue developing and expanding their breakfast programs. For instance, many Americans are skipping this daypart slightly more often, mostly at the expense of at-home breakfasts.

The good news is, this indicates opportunities to grow away-from-home breakfasts, especially as consumers are increasingly considering breakfast to be a destination. Offering a menu mix of traditional and unique options, including more convenient choices, can help drive traffic.

The majority (62% vs 57% in 2015) now skip breakfast at least once during the week, and 39% (vs 35% in 2015) skip it at least once on weekends.

Source: 2017 Technomic Breakfast Consumer Trend Report


% OF CONSUMERS AGE 18–34

% OF CONSUMERS AGE 35+

MIDMORNING SNACK

LUNCH

AFTERNOON SNACK

DINNER

EVENING SNACK

LATE-NIGHT SNACK OR MEAL

50%

59%

29%

25%

31%

33%

43%

43%

33%

26%

25%

24%

WHEN DO YOU ENJOY BREAKFAST FOOD?

ALL-DAY DEMANDBurgers in the morning, pancakes for dinner. Welcome to the brave new world of all-day breakfast, where familiar a.m. food and beverages and traditional dayparts have become a mix-and-match crazy quilt constructed by consumers.

Spurred by a combination of cravings and convenience-seeking, patrons are rewriting the rules about breakfast foods. And while breakfast tends to be the most conventional meal of the day—think bacon and eggs, toast, coffee, and juice—offering patrons a mix of both familiar and more adventurous offerings will help satisfy all comers at all hours. This includes breakfast sandwiches (the top menu item on all-day breakfast menus, according to Technomic), breakfast tacos or pizza, frittatas, grain bowls, smoothies, and specialty coffee and tea beverages.

In addition, Technomic anticipates growing demand for “second breakfast,” an emerging daypart between traditional lunch and dinner that aligns with increases in snacking. With many guests preferring to eat smaller meals more often, this mini-meal might comprise anything from oatmeal or a fruit parfait to an indulgent latte to something heartier, depending on the individual’s appetite.


Sources: 2017 Technomic Breakfast Consumer Trend Report; Datassential Foodbytes, Behold Breakfast, November 2016

30% of consumers say they are purchasing breakfast fare beyond the morning hours.

Tim Hortons has introduced Breakfast Anytime, with a menu that includes breakfast sandwiches and wraps, hash browns, and the Bagel B.E.L.T.

OPERATOR SPOTLIGHT

42% of breakfast consumers like dinner food at breakfast (such as breakfast burgers or pulled pork omelets).


TRY THIS

• Savory Toast (such as avocado, ricotta, or hummus)

• Turkey- and Other Poultry-Based Breakfast Meats

• Tofu Scrambles

• Smoothies

• Premium Juices/Juice Blends (including fruit and veggie combos)

• Tea Specialties (including chai)

• Bircher Muesli (Swiss-style cold cereal made with whole grains, raisins, and nuts)

• Smoked Fish

• Greek Yogurt or Skyr (top with fruit, honey, nuts, and/or berries)

• Whole Grain Porridge

• Housemade Protein Bars

• Breakfast Bowls (including “power” ingredients like acai and quinoa)

• Upgraded Oatmeal

FASTEST-CHANGING HEALTH CLAIMS

39%VEGETARIAN

19%GLUTEN FREE

19%NO SUGAR

18%NATURAL

17%NONFAT

Source: Technomic MenuMonitor; Q3 2015–Q3 2017; Operator Incidence

29%OF CONSUMERS ARE LOOKING FOR BETTER-FOR-YOU OPTIONS AT BREAKFAST.

HEALTHY CUESThe growing focus on nutrition, wellness, and better-for-you eating is catching up to breakfast. And that has major implications for morning menus.

According to Technomic, approximately 25% of consumers overall, and a third of Millennials, would be interested in more chicken and turkey options on breakfast menus. Seafood is another breakfast-ready protein that consumers consider to be healthier than pork or beef products.

Operators could also appeal to younger patrons by offering more vegetarian and vegan options. Since vegetarian is also the fastest-growing health claim, according to Technomic, meatless breakfast dishes are already on the rise.

However, healthier options must meet consumers’ primary demands for breakfast: choices that are filling and provide enough energy to start the day. Beyond these claims, consumers are especially drawn to items that are identified as all-natural and free of artificial ingredients.


Sources: 2017 Technomic Breakfast Consumer Trend Report; IFMA/Datassential CPP 2016, Breakfast: Consumer Insights

The breakfast offerings at Locali Conscious Convenience include fruit chia bowls, probiotic smoothies, and a line of vegan breakfast sandwiches.

OPERATOR SPOTLIGHT


INCEPTION• fine dining • mixology • earliest stage

ADOPTION• trendy restaurants • specialty grocers

PROLIFERATION• chain restaurants • mainstream grocery

UBIQUITY• find it just about

anywhere

turkish macchiato

mochaccino

coffee cocktails locally

cafe au lait

french press

almond

americano

dessert-inspired

single origin

small batch

white chocolate

salted caramel

roast specified

hazelnut

organic

house blend pumpkin

cinnamon

country of origin

marshmallow

cafe con leche

fair trade

nut milks

air roasted pour over

flat white

chicory

spicy

cuban

decaf

mochafrench roast

espresso cappuccino

latte

brewed

vanilla

butter/bulletproof

coffee mocktails

tasting flights

arabica

caramel

micro roasting

activated charcoal

cortado

What’s Hot in Coffee: Menu Adoption CycleResponsibly sourced coffee, specified origins and roasts, and premium specialty beverages are on the leading edge.

Source: Datassential SNAP! Hot Coffee (2018)

COFFEE LEADS THE SALECoffee consumption is on the rise, but there’s more to it than regular and decaf. Understanding the nuances is key to leveraging the sales potential of this iconic breakfast staple.

According to the National Coffee Association, the percentage of Americans drinking coffee on a daily basis increased to 62% in 2017, up from 57% in 2016. This uptick was particularly strong among younger consumers, especially when it comes to gourmet varieties, including both espresso- and non-espresso-based beverages. In fact, the market share of specialty coffee, in cups, reached nearly 60% in 2017, vs 40% in 2010.

The new category of non-espresso-based premium coffee reflects the increasing popularity of iced coffee and cold brew, and not just on sultry afternoons. Iced coffee is projected to grow 16.8% on menus between now and 2022, while cold brew is setting up for 11.7% growth, as cold coffee takes its place during the morning daypart and year-round.

Sources: Specialty Coffee Association x Square 2018 USA Coffee Report: Most Ordered Coffee Beverages; National Coffee Association 2017 National Coffee Drinking Trends Report; 2017 Technomic Breakfast Consumer Trend Report; Datassential SNAP! Iced Coffee/Cold Brew (2018); Datassential Buzz 2018

The Wawa, PA-based convenience-store chain has added made- to-order cold brew to its portfolio of Rainforest Alliance Certified products.

OPERATOR SPOTLIGHT

The latte is the most popular coffee drink in the United States.

If paired with descriptors like “hand-crafted,” “sustainable,” and “organic,” brewed coffee could be worth a higher price to consumers.

Nearly half (49%) of younger consumers’ coffee orders are for specialty varieties.



44%TWO-FIFTHS OF YOUNGER

CONSUMERS EXPRESS INTEREST IN DELIVERY

OF BREAKFAST.

TAKEOUT FOR CONVENIENCEBusier schedules drive opportunity at breakfast. Although some consumers deal with the morning rush by skipping breakfast, others may turn to away-from-home options such as takeout, drive-thru, and grab-and-go for coffee and other breakfast beverages, egg sandwiches, and other portable items.

Another a.m. option is breakfast delivery, particularly in business districts, office developments, college campuses, and other populated areas. As Technomic points out, the growth of off-premise and delivery options will encourage more consumers to purchase breakfast for off-premise consumption.

This requires a certain investment in menu development and packaging. Signature handhelds like stuffed waffles, biscuit sandwiches, breakfast tacos and burritos, and breakfast hand pies and pockets make it easy for patrons to grab their morning meal on the run. Yogurt parfaits, fruit bowls, and filling smoothies and juice blends appeal to more health-conscious off-premise diners.



The new “Denny’s on Demand” takeout/delivery packaging was specifically designed to maintain the temperature and quality of food when consumed off-premise, featuring separate compartments for foods like pancakes and eggs.

OPERATOR SPOTLIGHT

Among consumers aged 18–34, 33% eat their weekday breakfasts en route to another location.

Breakfast bowls in a contained package are a highly portable option for potatoes, eggs, and other ingredients, and 32% of consumers express interest in ordering them.


CHAPTER 2SIGNATURE SPECIALTIES

Variety Is Top of Mind for BreakfastTHE IMPORTANCE OF MENU ATTRIBUTESQ: How important is it that the foodservice locations that you visit for breakfast offer the following?

% OVERALL g AGE 18–34 g AGE 35+

Wide variety of breakfast items

Signature breakfast items

Unique breakfast items

Beverages that can serve as a meal

Indulgent breakfast items

Ethnic breakfast items

59%60%

44%36%

43%33%

44%23%

35%23%

33%16%

60%

38%

36%

29%

27%

21%

Variety: The Spice of A.M. SalesUnique and craveable breakfast items set morning menus up for a win.

As traditional a meal as breakfast is, variety is still top of mind for many consumers when they enjoy it away from home. According to Technomic, 60% of consumers say a wide variety of breakfast items is either important or extremely important, making this attribute top of mind for the daypart.

Increasingly, that variety includes signature dishes and unique specialties that run the gamut from indulgent to global, along with more traditional favorites such as eggs and bacon, pancakes, juices, and hot and cold cereal. And even these familiar items can be made more craveable and distinctive with upgrades and interesting flavors and ingredients.

The breakfast beverage menu is also getting an upgrade. Third-wave coffee options are common, including cold brew coffee, innovative brewing methods, artisan roasts, and numerous milk choices (dairy, soy, nut, coconut). Many offer mocktails with fresh-squeezed juices and unique flavors; traditional alcoholic drinks like mimosas and Bloody Marys taken up a notch with build-it-yourself bars or over-the-top garnishes; plus signature cocktail lists that rival anything on the nighttime menu.

CHAPTER 2: SIGNATURE SPECIALTIES



EGG PREPARATIONS: MENU PENETRATION

TRY THIS

• Eggs Benedict Variations (smoked salmon, short rib, vegetarian)

• Frittatas (individual or in slices)

• Breakfast Pizza Topped with an Egg

• Omelets and Scrambles with Specialty Fillings

• Eggs Baked in a Bacon or Ham Cup

• Hash and Poached or Fried Eggs (including nontraditional hash like chorizo, salmon, or smoked turkey)

• Eggs Poached in Tomato Sauce

• Deviled Eggs

• Egg-in-a-Hole

• Shirred Eggs

• Savory Breakfast Bread Pudding or Strata

• Egg Skillet Breakfasts

10.3%

7.8%

15.7%

50.0%

20.3%

10.7%

8.7%

36.4%

15.8%

Omelet

Eggs Benedict

Steak & eggs

Scramble

Huevos rancheros

Frittata

Skillet

Quiche

Florentine

Source: Datassential MenuTrends, 2018


EGGS GET AN UPGRADE It’s hard to imagine even the simplest breakfast menu without eggs—the most basic Continental breakfast in hotels and other lodging places will often include hardboiled eggs or premade egg sandwiches.

When the role of eggs is stepped up, though, that’s when the real excitement happens. Both versatile and familiar, eggs lend themselves to a multitude of unique preparations that range from retro to cutting edge. Eggs are also relatively low in cost, particularly for a protein, and many of their applications are well suited to cross-utilization of other products. And for many consumers, it’s just not breakfast without them.

Sources: Datassential FoodBytes, Behold Breakfast, November 2016; Datassential 2016 Breakfast Keynote Report

The made-to-order Express Breakfast menu at Stanford University’s Alumni Café features six different egg preps, including Two-Egg-White Omelet; Breakfast Burrito; and Smashed Avo on Toast with Poached Egg.

OPERATOR SPOTLIGHT

NINE OUT OF 10BREAKFAST MENUS FEATURE EGGS.


Waffles are on 30.3% of US menus, and have enjoyed four-year growth of 9.2%.

BATTER UPPancakes, waffles, French toast, and crepes…these familiar breakfast batter goods are also coming in for an upgrade. Thanks to renewed interest in breakfast in general and creative, artisanal cooking in particular, these indulgent breakfast-to-brunch (and beyond) standards are getting star treatment.

There are lots of different ways to elevate ever-popular batter favorites, including:

• Interesting flours and flavored batters (rice, coconut, buckwheat)

• Better breads for French toast (challah, brioche, donuts) and over-the-top stuffed versions

• Sweet and savory specialty crepes• Cheffy/seasonal/local toppings for pancakes and waffles

(roasted figs, peaches, artisan ricotta cheese)• Fresh, healthy-halo ingredients in batter goods

and French toast (gluten free, plant-based, multigrain)• Elevated accompaniments, syrups, and sauces (housemade

preserves, bourbon-infused maple syrup, bacon jam) • Adventurous global and regional flourishes

(Nutella, mango-guava compote, stone-ground cornmeal)

Sources: Datassential SNAP! Waffle (2018); 2017 Technomic Breakfast Consumer Trend Report

On the breakfast menu at the Grand America Hotel’s Garden Café: Lemon Ricotta Pancakes, Buttermilk Belgian Waffles with Mint Crème Fraiche, and Salted Caramel Bacon Bread Pudding French Toast.

OPERATOR SPOTLIGHT



Upgrade pancakes with flavors like Brie and bacon, sweet potato-ginger, mango-walnut, or banana and white chocolate.

POUND CAKE

CINNAMON ROLLS

CHURROS

SPECIALTY MASHUPS (CRONUTS, CRUFFINS)

GLUTEN FREE ALTERNATIVES

RUGELACH

VEGAN BAKED GOODS

BISCUITS

SWEET BREAD

PREMIUM DONUTS

TURNOVERS

MONKEY BREAD

STICKY BUNS

Reading Hospital in West Reading, PA, has replaced all commercially sourced baked goods with products from its in-house bakery—for patient service and its six onsite cafés.

OPERATOR SPOTLIGHT

TIME TO CONSIDER...

BETTER BAKED GOODSBreakfast fans cannot live by toast alone. Along with eggs, bacon, pancakes, and other a.m. staples, baked goods are getting an upgrade; one glance at the biscuits, brioche, scones, donuts, and other specialty items on any good breakfast menu proves it.

This is the era of à la carte breakfast bread baskets, specialty sandwiches on biscuits and Portuguese muffins, and an explosion of housemade and specialty donuts. Flavor profiles of baked goods are also stepping up, from familiar scones and biscuits (for sandwiches and specialties like biscuits and gravy) to more specialized offerings like the French kouign-amann and beignets.

Source: Datassential Breakfast Bakery Trends (2018)



Brioche appears on 3.1% of menus, up 122% over the past four years.

Trending baked-goods flavors at breakfast range from familiar chocolate and cinnamon to exciting bacon, pistachio, dulce de leche, espresso, and molasses.

CHAPTER 3NEW HORIZONS

What’s Ahead for BreakfastSome growth trends are just too hot to ignore.

PREMIUM JUICEJuice is getting trendy, and exciting things are happening in this once-basic category. According to Technomic, 84.5% of operators menu juice, which has enjoyed 3.5% growth over the past five years. This is driven in part by new premium offerings, like cold-pressed and 100% juice beverages, signature flavors, unique fruit and vegetable juice blends, and juices offering functional and other better-for-you benefits.

GLOBAL/REGIONAL SPECIALTIESHam and eggs, step aside—and make way for chorizo, biscuits and gravy, falafel, and breakfast fried rice. The whole world eats breakfast, and American diners want to sample their way around it. Technomic tells us that 24.6% of foodservice operators menu ethnic at breakfast, capping five-year growth of 3.5%. As interest in global and American regional specialties continue to grow throughout the menu, breakfast lovers will also benefit from more authentic a.m. flavors, ingredients, and recipes.

SELF-SERVICE CATERINGSelf-service catering—where customers pick up and serve box meals, platters, and other large-order takeout options—is on the rise, and according to Datassential, many catering customers want options for breakfast, either for a company or family event. These include coffee service, juices and juice blends, continental breakfast, individual box breakfasts, and platters of baked goods, breakfast sandwiches, fruit, and other popular breakfast staples.

CHAPTER 3: NEW HORIZONS


Sources: 2017 Technomic Breakfast Consumer Trend Report; Technomic Ignite, Ethnic Breakfast (2018); Datassential 2016 Pulse Report

gggg 4-YEAR GROWTH (NEGATIVE GROWTH)

MENU PENETRATION

Look to the JuiceORANGE

–0.9%76.8%

GRAPEFRUIT–19.9%

19.8%

GRAPE–3.4%4.3%

BEET+78.8%

2.2%

APPLE+1.9%

52.7%

TOMATO–26.5%

9.1%

CARROT+9.3%

3.9%

POMEGRANATE–4.6%1.9%

CRANBERRY+1.2%

47.4%

MANGO+8.2%

7.1%

STRAWBERRY–3.1%2.8%

GUAVA–1.9%1.5%



SQUEEZE MORE OUT OF JUICEOrange, apple…goji, beet, mango, and cucumber: Juice is becoming much more exciting, building customer interest and helping to boost add-on sales. Turning juice into a signature item will help drive orders.

Premium juice products also support premium pricing—including cold-pressed and 100% juice offerings, functional juices (such as superfood pomegranate or energy-boosting ginger inclusion), lower-in-sugar vegetable options, and one-of-a-kind flavors.

Fruit and vegetable juice blends represent another on-trend approach to selling more juice. Options such as Apple Kale, Watermelon Cherry, Berry Beet, and Citrus Carrot speak to the healthy appeal of juice, and their novelty factor will appeal to younger diners.

• Be sure to list all your juices on the menu, and consider a table tent or other point-of-sale where appropriate

• Adding a dispenser for juices—whether staff-operated or self-service—as well as lemonade, iced tea, and other cold beverages, makes it easier to merchandise and serve them

• Offer juices as part of a breakfast combo meal, for dine-in as well as takeout service

Sources: Datassential SNAP! Juice (2018); Datassential SNAP! Juice Flavors (December 2018)

80% of consumers either love or like juice, and it is equally popular with all consumer types.

• Southern: Chicken & Waffles, Shrimp & Grits, Biscuits & Gravy, Strong Coffee

• Mexican: Huevos Rancheros, Chilaquiles (leftover tortillas cooked in salsa), Migas (eggs scrambled with tortillas and vegetables), Breakfast Tacos, Café con Leche

• Japanese: Miso Soup, Broiled Fish, Rice, Rolled Omelet, Tea

• Chinese: Congee (rice porridge), Youtiao (deep-fried dough sticks), Steamed Buns and other Dim Sum, Tea

• Brazilian: Pao de Queijo (baked cheese bread), Coffee

• Israeli/Middle Eastern: Hummus, Pita Bread, Falafel, Shakshuka (eggs baked in spicy tomato sauce), Labneh (strained yogurt), Soft Cheese, Mint Tea

• Indian: Dosa (rice flour pancake), Chutney, Sambar (lentil stew), Lassi (chilled yogurt drink)

• Italian: Bread or Rolls, Jam and Butter, Café Latte

• Southwestern: Breakfast Burritos, Green Chile Omelets, Blue Corn Cakes, Breakfast Torta (sandwich), Hot Chocolate and Churros

MAKE BREAKFAST...



GLOBAL AND REGIONAL TRENDSFrom French croissants and café au lait to New England fishcakes and eggs, breakfast is a global tour, and foodservice operators are setting their a.m. menus apart by borrowing freely from regional and international traditions.

Mexican items such as breakfast tacos and huevos rancheros have become nearly commonplace, but there is plenty of new ground to explore with migas and chilaquiles, burritos, chorizo, and other Latin specialties.

But according to Technomic, consumers are also calling for Asian flavors and ingredients at breakfast, such as Chinese jianbing (a crepe-like breakfast wrap), Indian chai, and Korean kimchi. Mediterranean and Middle Eastern cuisine represent another global avenue, along with distinctive American regional specialties.

Sources: IFMA/Datassential CPP 2016, Breakfast: Consumer Insights; 2017 Technomic Breakfast Consumer Trend Report; 2018 Technomic Ethnic Food & Beverage Consumer Trend Report

Global items at Half & Half in Missouri include Breakfast Fried Rice, fried chicken livers with red-eye gravy and biscuits, Chorizo and Guac Benny, and a smothered burrito.

OPERATOR SPOTLIGHT

41% of consumers are interested in breakfast items featuring global ingredients—and 16% would pay a premium for it.

Mexican entrées are a top breakfast order for 38% of limited-service restaurants.

Ethnic items are included in the breakfast initiatives of 25% of operators.



A.M. BREAKSSelf-service catering is big business for foodservice operators. According to Technomic, the total off-premise catering market grew 24% between 2012–2016, and is forecast to grow an additional 5.6% through 2019. And 67% of total off-premise catering dollars are spent at foodservice establishments, including restaurants and onsite cafeterias, while 19% is spent at retail outlets, and 14% at caterers.

Breakfast is a natural for the market, with opportunities ranging from simple coffee service to more complete breaks with on-trend boxed combo meals; egg sandwiches; assorted baked goods; healthy offerings like fruit, yogurt, and energy bars; cold-pressed juice and specialty juice blends; lox and bagel platters; and more.

Many chains as well as onsite operators like B&I and colleges and universities are expanding their catering reach via breakfast, adding new services in the morning or diversifying their current breakfast selection. Orders can be facilitated online or via an in-house app, and then picked up by the customer. Delivery is another convenience, often through third-party services such as Uber Eats.

Sources: 2016 Technomic Takeout & Off-Premise Dining Consumer Trend Report; Technomic Foodservice Digest, June 2018

At Cal Catering, part of the University of California at Berkeley, breakfast catering options range from breakfast burritos and three different types of egg sandwiches to fruit salad, sweet breads and other baked goods, coffee and juice, and yogurt parfait platters with granola.

OPERATOR SPOTLIGHT

22% of consumers say they would order catering if it were offered for a wider variety of occasions.

Off-premise catering is strongly driven by younger consumers who seek the convenience to help balance their busy, on-the-go lifestyles.


Balancing Taste and ConvenienceDRIVERS FOR RESTAURANT VISITS AT BREAKFAST Q: Thinking about the place you purchase breakfast from most often, what are the main reasons you do so?

g DURING THE WEEK g ON THE WEEKEND

Has food that tastes good

Convenient location near home

The breakfast options are inexpensive

The speed of their service

Convenient location on way to work/school

Breakfast options are portable

Has the best coffee/coffee I prefer to drink

Has high-quality breakfast options

Has the widest variety of breakfast choices

Has a welcoming environment

48%55%

17%24%

21%31%

24%20%

27%14%

31%25%

30%12%


33%31%

38%44%

14%24%

CONCLUSION


Breakfast Is Big BusinessMeet the challenges and get in on the potential.

For those operators who can and do serve breakfast, there can be a significant payoff in sales and customer satisfaction— as well as operational advantages such as ingredient cross-utilization and labor optimization.

But there are challenges. Many consumers skip breakfast or have it at home. And those people who are looking to buy breakfast on the outside are demanding not only tasty food but also convenience, speed,

value, and variety, particularly during the week. Be prepared to address all of these issues to build breakfast sales.

In addition, according to Technomic, many consumers tend to be most conservative in their choices at breakfast, preferring to stick to familiar favorites for the first meal of the day. For these patrons, offering a new take on breakfast with familiar dishes from other dayparts may be the best way to gain traction. Another strategy: Menu a selection of different items to appeal to diverse tastes, from traditional to adventurous.

INCEPTION• fine dining • mixology • earliest stage

ADOPTION• trendy restaurants • specialty grocers

PROLIFERATION• chain restaurants • mainstream grocery

UBIQUITY• find it just about

anywhere

scrapple

congee

empanada

khachapuri

breakfast salad

asian-influenced dishesBIBIMBAP • RAMEN • BOWLS

waffle sandwich

gourmet donut

croque madame/monsieur

chicken & waffles

grain bowl

eggs benedict with premium protein

premium toast & jam

mixed veggie/sweet potato hash

quesadilla

crepe

migas

quiche

polenta

burger

slider

chilaquiles

avocado toast

premium french toast

breakfast bowl

smoked salmon

flatbread potato hash

frittata

parfait

taco panini

grits greek yogurt

smoothie

huevos rancheros

pizzashrimp & grits

monte cristo

porridge

torta

deviled egg

arepa

shakshuka

muesli

enchilada

poutine

yogurt

eggs benedict

corned beef hash

biscuit & gravy

egg white

french toast

chorizo burrito

english muffin

breakfast potato

breakfast skillet

bagel

omelet

steak & eggs

egg

pancake

oatmeal

waffle

sandwich

Source: Datassential SNAP! Breakfast (2018)

mexican-influenced dishesAVOCADO • CHORIZO • PICO

small plates/shareables

Breakfast Dishes: Menu Adoption CycleBreakfast item popularity follows a predictable trajectory, from cutting-edge Inception to widespread Ubiquity.

CONCLUSION


BREAKFAST MENU MOMENTUMA well-thought-out menu will go a long way toward establishing a solid breakfast business. From cutting-edge items like a.m. Asian specialties to ubiquitous favorites like oatmeal, breakfast dishes follow a predictable trend-driven growth trajectory. Datassential dubs this the Menu Adoption Cycle (MAC), tracking food, ingredients, or other menu trends through a 4-stage life cycle—from Inception to Ubiquity.

Leveraging new breakfast menu trends can be a challenge, particularly in low-labor operations. Address the need for more variety and recipe complexity by:

• Cross-utilizing ingredients and prep more effectively, for example, by doubling up on mise en place for both breakfast and lunch.

• Using specials to experiment with new flavors and recipes.

• Utilizing speed-scratch products for high- volume components such as Hollandaise sauce, country gravy, hash, baked goods, and so on.

ABOUT NESTLÉ PROFESSIONAL


Nestlé Professional is dedicated to being an inspiring growth partner that delivers creative, branded food and beverage solutions, enabling foodservice operators to delight their consumers. From Minor’s®, Stouffer’s®, Chef-mate®, and Trio® on-trend culinary items to innovative beverage systems under NESCAFÉ®, Nestlé® Vitality®, and Coffee-mate® brands, Nestlé Professional meets the needs of foodservice operators while satisfying the tastes of the out-of-home consumer.

Nestlé Professional is part of Nestlé S.A. in Vevey, Switzerland—the world’s largest food company—with sales of over $98 billion. For more foodservice product news and information, visit www.nestleprofessional.com.

The information provided is based on a general industry overview, and is not specific to your business operation. Each operation is unique and business decisions should be made after consultation with appropriate experts.

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