What diners want at breakfast

Brett Dworski, Associate Editor, Consumer Insights


Breakfast consumption is dwindling. Among today’s consumers, 40% skip the a.m. meal at least three times weekly—a 4% increase from 2015—according to Technomic’s new Breakfast Consumer Trend Report, powered by Ignite. Consumers not feeling 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.

Go global

breakfast burrito

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 such as burritos, chilaquiles and chorizo are trending during the daypart, as well as Indian flavors such as turmeric, which is making waves in lattes and other breakfast preparations.

Incorporate off-premise


Given the growth of off-premise dining, optimizing delivery can engage consumers during breakfast hours—and beyond. About half of patrons (49%) at least somewhat agree that they’d be likely to order breakfast for delivery if available. 

Dip into all-day


All-day breakfast is popular among consumers overall, but the trend 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 spots 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.

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