Breakfast All Day Data Digest

Breakfast All Day is a trend we’re seeing across more restaurant segments. Progressive QSRs such as Jack in the Box have served Breakfast All Day for quite a while. Other QSRs are starting to experiment with new breakfast offerings at other dayparts and are even considering extending breakfast hours to accommodate their customers. We’re even hearing of chains that are developing weekend brunch programs with more upscale breakfast items and extended hours.

Consumers are asking for it, as indicated by the following research. If we can help you with your breakfast program, drop us an email at aeb@aeb.org.

Breakfast Foods Menu Importance by Daypart - All Day QSR Breakfast Chains

At QSR chains serving breakfast, “All Dayparts”, with the exception of Supper, increased in servings and menu importance of breakfast foods from 2008-2010. Breakfast foods have increased in popularity, except supper, for the three years. In 2010, among chains offering all day breakfast, breakfast foods were included in 12% of lunch orders, over 3 points higher than in 2009.

Egg Menu Importance by Daypart - All Day QSR Breakfast Chains

Egg menu importance has increased in All Dayparts, with the exception of Morning Meal, where it is already very strong. This increase could be attributed to the popularity of eggs throughout the day.

Breakfast Foods Menu Importance by Daypart – All Day QSR Breakfast Chains

In 2010, morning meal traffic was up +6% (at all day breakfast chains). Morning meal continues to be a bright spot in the industry, with breakfast foods and eggs steadily growing.

Breakfast Foods & Egg Servings – Total QSR Segment

Despite traffic declines at QSR, both breakfast food and egg servings have increased in the past two years across QSRs.

Breakfast Foods Menu Importance by Daypart - All Day QSR Breakfast Chains

Young consumers index much higher than the average consumer when it comes to purchasing breakfast at QSRs. As you can see from the chart below, “the under 18” and “18-24” consumers strongly feel that breakfast foods are desirable, indexing from 167 to 183. These “above average” consumers are highly desirable as they have the most visits to QSRs annually.

Breakfast Foods Menu Importance by Daypart - All Day QSR Breakfast Chains

The breakfast food consumer outside of morning meal is a less affluent consumer. The lower priced point of breakfast food items at QSR may attract this consumer. With the state of the economy, this might be an attractive promotional opportunity for QSRs.