Breakfast

Highlights of the Breakfast: The Incredible Eggspanding Market Webinar, November 16, 2011

The American Egg Board presented a webinar in partnership with QSR magazine. Information was presented by Warren Solochek, The NPD Group/CREST®, and Maeve Webster, Datassential Research. Following are the top ten points made during the discussions. Complete webinar highlights can be found at: http://tinyurl.com/72nraal

1. QSRs gained two share points of morning meal visits between 2006 and 2011.
2. Penetration (percent) of restaurants currently menuing breakfast in the U.S. has been steadily rising.
3. Breakfast sandwiches have enjoyed the fastest growth rate of any breakfast food item.
4. Breakfast patronage is very habitual; innovation is the key driver to developing the loyalty that creates the habit.
5. Breakfast innovation may soon come from a new and agile segment: food trucks.
6. Although increasing competition adds pressure on QSRs to keep/grow their sales, it also boosts consumer attention given to the breakfast daypart.
7. The erosion of traditional dayparts makes expansion of hours in which breakfast foods can be ordered a profitable option.
8. Limited time offers (LTOs) will play a major role in making important leaps forward in breakfast menu development.
9. Prices in the morning daypart have been rising significantly faster than prices on the lunch and dinner menus in both quick service and mid-scale operations.
10. The fact that the two groups hardest hit by the economy today are those under the age of 25 and those aged 25 to 34 - may result in “echo” sales repercussions into the future