Consumers Hungry for All-Day Breakfast Options

CHICAGOA new study from Technomic reveals that consumers find breakfast fare comforting and many, especially women, wish they could eat it at any time of the day. In fact, 46 percent of consumers surveyed would like to see full-service restaurants offer breakfast throughout the day, while 32 percent would like breakfast offered all day in limited-service restaurants.

The new "Breakfast Consumer Trend Report" is based on recent online surveys with 1,500 U.S. consumers about their consumption behavior, attitudes and preferences for breakfast. The Menu Insights section, derived from Technomics proprietary MenuMonitor database and primary and secondary industry data, provides an in-depth look at how leading, emerging and independent restaurant chain operators are menuing breakfast. Additionally, menu and consumer data from Technomics 2007 edition of this report is discussed and compared to current findings. Appendices include detailed profiles of 15 innovative and emerging breakfast concepts, and menu listings of new, limited-time offerings and deleted breakfast foods and beverages.

Operators looking to expand breakfast into other dayparts should be mindful of their customer base and develop new offerings accordingly, said Darren Tristano, EVP at Technomic. Understanding the general flavor, ingredient and preparation preferences held by female consumers can help operators and suppliers introduce the most appealing breakfast options beyond morning hours for these guests.