One of our missions at American Egg Board is to inform and educate our readers about the latest research on Quick Serve Restaurants (QSR) and breakfast. Our association with Mintel has provided us with extremely beneficial information about consumers’ buying habits, their need states, and the qualities they look for from QSRs.
Following you will find some information designed to pique your interest and hopefully provide some insights into the breakfast daypart. Let us know if you like this approach and we’ll look to communicate more information in future blogs.
Still the most important meal of the day
• Nutritionists insist that breakfast is the most important meal of the day, and Mintel finds that American have bought into that thinking.
QSR breakfast has as many visitors as dinner
• Mintel finds that almost as many consumers visited a QSR for breakfast (63%) as did for dinner (65%) in the past month. Lunch remains the busiest daypart (72%).
Who doesn’t like breakfast all day?
• All-day breakfast leads the list of items respondents would like to see more of on QSR menus (39%) up from 36% in last year’s survey. Women (41%) and those aged 18-24 (51%) would most like to see all-day breakfast.
The breakfast sandwich is the most popular breakfast item
• Breakfast sandwiches are the fourth-most-commonly ordered QSR menu item, Mintel finds, indicating how important they have become for many quick-service chains.
• Looking at the top dishes on QSR menus, breakfast sandwiches remain the leader and have increased 10% in the past 10 years.
• Breakfast sandwiches have become QSR staples. They are regularly ordered by 25% of men and 27% of women.
QSRs have additional opportunities to build breakfast sales
• Wendy’s will join the ranks of QSRs serving breakfast next year. In an Aug.11, 2011, quarterly earnings call with Wall Street analysts, Wendy’s president-CEO Roland Smith said that “breakfast is a growing daypart in the QSR business that we have not participated in, and that’s a big opportunity for us. And also, as we get into breakfast, it expands the ability for us to get into other dayparts like 24 hours, which some of our competitors have done.”
• More than one third (36%) would like to see a greater number of healthier menu options, something they are likely to see as QSRs adjust menus in preparation for upcoming calorie disclosure laws.
• Mintel has forecast a 4.1% increase in restaurant breakfast sales this year.
Source: Mintel, Quick Service Restaurants – US; September 2011