Trends

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QSRs now represent 83% of all breakfast availability. QSRs maintain the largest share of breakfast, and has gained share since 2006. ⁽¹⁾
Consumers continue to ask for healthy breakfast items; 66% have made that request in the past month^.(2)

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At QSRs, portable breakfasts dominate, with sandwiches leading the list for the most items on the menu, followed by breakfast burritos, emphasizing the status fast food holds as the go-to for food to go. Breakfast burritos have also seen the most significant increase in incidence between 2007 and 2010. ⁽²⁾

Eggs

Eggs have increased in incidence with egg sandwiches and other handhelds in particular seeing a boost as restaurants introduce more BFY and artisanal offerings. Omelets are another egg item that has seen an increase in popularity. ⁽¹⁾

Within QSR the top breakfast item are hot breakfast sandwiches with 63% penetration. ⁽¹⁾

Egg items have enjoyed solid growth over the past four years. Omelets have increased by penetration across all segments (+5% overall). Burritos, benedicts, and frittatas have all experienced strong growth as have quiches. ⁽¹⁾

Omelets, scrambled eggs, etc. continue to be the most penetrated single type of breakfast menu item overall, followed by combo plates and pancakes. ⁽¹⁾

1 Datassential, AEB Proprietary Research, February 2011

Breakfast Entrees: Egg Incidence

The graph below indicates the percent of all breakfast entrées featuring eggs either as the Center of the Plate protein (i.e. omelets, scrambled eggs, etc.) or as an ingredient (i.e. quiches, breakfast sandwich, etc.).

Restaurants continue to add breakfast entrees with eggs, as penetration has increased from 2006 to 2010.

1 Datassential, AEB Proprietary Research, February 2011

Opportunities

All-day breakfast remains a significant desire for many patrons, with 36% of those surveyed by Mintel wanting increased availability in QSRs. While Dunkin’ Donuts, Jack in the Box, Einstein Bros. Bagels, and Sonic are the best-known QSR chains currently offering it, sales growth potential of an all-day “morning meal” continues to be considered by other chains due to the changing competitive field. ⁽¹⁾
QSRs are an attractive option for the on-the-go family with multiple time commitments, and having a healthy meal option for kids makes a strong statement in recognition of the importance of a nutritious breakfast. ⁽¹⁾

1 Mintel, “Quick Service Restaurants – U.S.,” 2010

Breakfast Overall

Approximately 47% of all commercial foodservice operations menu some breakfast items.
Those unit types most likely to offer breakfast include French (often bistro concept), Coffee/Bakery, Eclectic and American. By contrast, Pizza, Seafood, BBQ, and Italian operators are least likely to offer breakfast.
The average number of breakfast items menued is between 17 and 18 items, Midscale operators are likely to menu between 26 and 27 items. While QSR operators offer 11 to 12 breakfast menu items.

Breakfast Foods

Omelets, scrambled eggs, and other egg center of the plate entrees account for the largest share of all breakfast items menued at 25%. Combo plates (such as bacon, eggs, and a beverage) make up 15% of items menued and pancakes/waffles 11%. Of course, this mix varies by segment.
QSR operators are more likely than any other segment to focus on hot sandwiches which account for 78% of breakfast items menued. Mexican-style entrees such as breakfast burritos are also far more common in this segment and account for 8% of all items menued. QSR operators are least likely to menu pancakes or waffles.

Breakfast Menuing

Overall, 62% of operators specifically menu omelets. These are the most commonly menued entree items.
Breakfast sandwiches are menued by 52% of operators overall, but are far more common among QSRs, 63% of which currently menu.
Pancakes and Eggs Benedict round out the top menued entree items, with 48% and 35% menuing, driven primarily by Midscale and Casual Dining operators.
The most significant item growth has occurred with Frittatas, Quiches, Burritos, and Blintzes.

Among QSRs, Frittatas. Quiches. Eggs Benedict (or versions thereof), and Burritos are the fastest growing entree items.

Source: QSR Magazine, One Source Data Reference, January 2011