Table of Contents
Executive Summary
-
- Key takeaways
- The issues
- Breakfast continues to decline in importance
-
- Figure 1: Meal statements – Any agree, 2014 and 2018
- Americans are dining out less often for breakfast and brunch
-
- Figure 2: Breakfast and brunch visitation, April 2018 and July 2019
- Retail remains restaurant breakfast’s biggest competitor
-
- Figure 3: Purchase by menu item type and location, July 2019
- The opportunities
- Coffee brings in breakfast customers
-
- Figure 4: Breakfast and brunch statement agreement, by parental status and gender, July 2019
- Consumers are looking for variety
-
- Figure 5: TURF Analysis – Breakfast/brunch menu item interest, July 2019
- Hispanics are key breakfast and brunch diners
-
- Figure 6: Breakfast and brunch statement agreement, by Hispanic origin, July 2019
The Market – What You Need to Know
-
- Retails takes a cue from foodservice
- Breakfast is losing its importance
- Gen Z and Millennial generations are increasingly diverse and important to breakfast and brunch growth
Market Perspective
-
- Retail remains consumers’ top breakfast and brunch purchase location
-
- Figure 7: Breakfast and brunch purchase, by location
- Retail brands take inspiration from foodservice
-
- Figure 8: Foodservice-inspired retail options
- Figure 9: Devour brand Double Sausage & Bacon Loaded Tots
-
- Figure 10: Mush Coconut Cold Brew Overnight Oats
- Figure 11: Kodiak Cakes Cinnamon & Maple Flapjack Cup
Market Factors
-
- Breakfast falls in importance
-
- Figure 12: Meal statements, 2014 and 2018
- Hispanics, Asians are key breakfast and brunch customers
-
- Figure 13: Percentage of population, by Hispanic origin, 2014-24
- Figure 14: Population, by race and Hispanic origin, 2014-24
Key Players – What You Need to Know
-
- Global flavors proliferate on breakfast and brunch menus
- McDonald’s shrinks its all-day breakfast menu
- Protein options expand to include more plant-based and seafood ingredients
- Emerging family dining chains find success
What’s Working?
-
- Global influence on the menu
-
- Figure 15: Breakfast and brunch menu incidence growth, by menu item cuisine type, Q2 2016-Q2 2019
- Coffee options grow beyond the coffee shop
-
- Figure 16: Change in incidence of coffee drinks on menus, by segment, Q2 2016-Q2 2019
What’s Struggling?
-
- McDonald’s rolls back its all-day breakfast menu offerings
- Legacy family dining chains left in the dust by regional emerging brands
What’s Next?
-
- Breakfast operators cater to diners’ interest in plant-based options
- Seafood spices up breakfast and brunch menus
-
- Figure 17: Menu incidence growth of select seafood ingredients on breakfast and brunch menus, Q2 2016-Q2 2019
The Consumer – What You Need to Know
-
- Breakfast and brunch visitation is in decline
- Gen Z and Millennials as well as parents, Hispanic and Asian consumers are key to category growth
- Health is important to morning diners
- Parents prioritize coffee and convenience
Breakfast and Brunch Visitation
-
- Most have dined out for breakfast or brunch but visitation trails lunch and dinner
-
- Figure 18: Breakfast and brunch visitation, July 2019
-
- Figure 19: Breakfast and brunch visitation, April 2018 and July 2019
- Younger generations are key breakfast and brunch diners
-
- Figure 20: Breakfast and brunch visitation, by generation, July 2019
- Almost two thirds of dads dine out for breakfast and brunch
-
- Figure 21: Breakfast and brunch visitation, by parental status and gender, July 2019
- Breakfast and brunch is popular for Hispanic and Asian diners
-
- Figure 22: Breakfast and brunch visitation, by race and Hispanic origin, July 2019
Breakfast and Brunch Visitation by Location
-
- QSR visitation high for breakfast, while FSR visitation is high for brunch
-
- Figure 23: Breakfast and brunch visitation, by location and occasion, July 2019
- Two thirds of Gen Zers have visited a QSR for breakfast
-
- Figure 24: Breakfast and brunch visitation by location – NET – Any breakfast/brunch occasion, by generation, July 2019
- Hispanics are key full service chain customers
-
- Figure 25: Breakfast and brunch visitation by location – NET – Any breakfast/brunch occasion, by Hispanic origin, July 2019
Breakfast and Brunch Menu Item Interest
-
- Diners want more seasonal fresh fruit on menus
-
- Figure 26: Breakfast and brunch menu item interest, July 2019
- Parents overindex for coffee options
-
- Figure 27: Breakfast and brunch menu item interest, July 2019
- Menu innovation appeals to younger generations
-
- Figure 28: Breakfast and brunch menu item interest, by generation, July 2019
- Variety is important to consumers
-
- Figure 29: TURF Analysis – Breakfast/brunch menu item interest, July 2019
Breakfast and Brunch Menu Item Desired Attributes
-
- Health is top priority
-
- Figure 30: Breakfast and brunch menu item desired attributes, July 2019
- Healthful dishes may attract more female consumers
-
- Figure 31: Breakfast and brunch menu item desired attributes, by gender, July 2019
- Millennials desire vegetarian and vegan options
-
- Figure 32: Breakfast and brunch menu item desired attributes, by generation, July 2019
- Younger generations are more interested in all-day breakfast
-
- Figure 33: Breakfast and brunch menu item desired attributes, by generation, July 2019
- Dads want on-the-go options
-
- Figure 34: Breakfast and brunch menu item desired attributes, by parental status and gender, July 2019
Breakfast and Brunch Menu Item Desired Healthy Attributes
-
- Protein is important to healthy diners
-
- Figure 35: Breakfast and brunch menu item desired healthy attributes, July 2019
- Fast casual diners seek a wide range of natural ingredients
-
- Figure 36: Breakfast and brunch menu item desired healthy attributes, by restaurant segment, July 2019
- Diners do not want to trade off protein content in plant-based dishes
-
- Figure 37: Breakfast and brunch menu item desired healthy attributes, by breakfast and brunch menu item interest, July 2019
Breakfast and Brunch Statement Agreement
-
- Breakfast and brunch is almost one third of diners’ favorite meal
-
- Figure 38: Breakfast and brunch statement agreement, July 2019
- Younger generations skip breakfast and snack more
-
- Figure 39: Breakfast and brunch statement agreement, by generation, July 2019
- Parents prioritize coffee quality
-
- Figure 40: Breakfast and brunch statement agreement, by parental status and gender, July 2019
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer survey data
- Mintel Menu Insights
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
-
-
- Figure 41: Households with related children, by race and Hispanic origin of householder, 2018
-
- Figure 42: Table – TURF Analysis – Breakfast/brunch menu item interest, July 2019
- Methodology
-
Back to top